Yango Group is betting on an integrated super-app model to differentiate itself in the Middle East’s competitive ride-hailing market, as it continues to expand across the region despite mounting competition from established players such as Uber, Careem and recent entrant Bolt.
“We welcome competition, as it drives innovation and improves the overall mobility landscape in the UAE,” said Islam Abdul Karim, Regional Head of Yango Group Middle East, in a recent interview with Arabian Business. “Our primary focus is on delivering exceptional value, ensuring that users consistently choose us.”
Regional growth strategy
The tech company, which operates across multiple markets in the Middle East and North Africa with the UAE serving as its regional headquarters, is positioning itself as a multi-service technology ecosystem operating in 30+ countries with 10+ interconnected services.
“Yango Group is not just a ride-hailing service… we are a multi-service technology ecosystem operating in 30+ countries with 10+ interconnected services”, Karim said, highlighting how this approach “redefines digital convenience in a way no other ride-hailing provider can match.”
The company recently expanded its business-to-business service to Abu Dhabi after launching in Dubai, targeting corporate clients looking for employee transportation solutions. Karim noted strong demand in this segment, driven by the UAE’s projected economic growth of 6.7 per cent in 2025 and increasing urbanisation.
Unlike Uber’s focus on profitability and Careem’s diversification into fintech, Yango offers its services in the region across multiple user-facing apps and platforms including Yango Play for entertainment and other Yango apps for city life services such as Yango Ride and Yango Maps. These services also include Yasmina, an advanced bilingual AI voice assistant available as a standalone speaker and on the Yango Play app itself, offering “smart, intuitive interactions,” according to Karim.
“The advanced AI technology we leverage ensures faster, more efficient rides and delivery services, while our user experience prioritizes convenience and reliability,” he said. “We set the pace with smarter pricing and tailored solutions that cater to the unique needs of users and businesses alike.”
Diversifying entertainment with Yango Play
The entertainment arm, Yango Play, represents a significant element in the company’s diversification strategy, combining video content, music and gaming in a single platform. Launched in early 2024, it targets younger, tech-savvy consumers with a mix of licensed content and original programming.
“Since we’ve launched Yango Play in the UAE and the wider MENA region early last year, we’ve received a highly positive response, particularly from younger, tech-savvy consumers looking for a fresh alternative to conventional streaming models,” Karim noted.
The company is also investing in original content, with its upcoming crime comedy series “Prestige,” produced by The Planet Studios and directed by Amr Salama, representing its next step in original Arabic productions.
“While Arabic content is key, we also cater to audiences who enjoy a mix of international programming, including Hollywood blockbusters, Bollywood hits, Turkish dramas, and more,” Karim explained.
Strategic partnerships over acquisitions
Yango’s expansion approach focuses on building meaningful partnerships that drive real impact rather than outright acquisitions. The company partnered with Otaxi and ITHCA Group in Oman last year to modernise taxi services, and recently announced a collaboration with food tech company ROOTS in the UAE to deploy autonomous robots for last-mile grocery deliveries in Dubai’s Sobha Hartland neighbourhood.
“The autonomous robots are designed to independently plan their routes, maneuver around obstacles, and give way to pedestrians,” Karim said, highlighting the company’s investment in robotics technology for urban logistics.
For content, Yango Play has acquired premium video from regional producers like UMS and Cedars Art, while forming partnerships with streaming services STARZPLAY and Noor Play.
Artificial intelligence features prominently in Yango’s competitive strategy. Karim emphasised that “AI plays a key role in our ride-hailing operations, making fleet management smoother, improving user experience, and fine-tuning pricing.” Advanced algorithms help with ride allocation and route optimisation, while the app offers real-time tracking, multi-vehicle ordering from a single account, and transparent pricing.
The company’s expansion comes amid intensifying competition in the region’s ride-hailing sector. Uber and its regional subsidiary Careem have established strong footholds in key markets, while Estonian ride-hailing firm Bolt recently entered the UAE, further crowding the space.
However, Yango appears confident in its approach, with Karim stating, “We are confident in our ability to maintain and grow our market share and drive even stronger brand loyalty.”
While Yango Group’s services are already available across various MENA markets, with the GCC being described as a “priority region,” the company is also expanding in Africa and Latin America. With 70per cent of the UAE’s population living in urban areas, Yango sees significant opportunity for growth in corporate mobility solutions and its broader digital ecosystem.
Follow us on
