Since Uber launched its ride-hailing app in 2009, competitors like Lyft, Ola, and Didi, have been mushrooming across the world. Some of them have focused on a more regional approach, taking local cultures into account when designing their product. Careem is one of these, as the company founded in 2012 has worked on adapting its offering to the local customs, such as letting people pay by cash in countries where credit card usage isn't widespread. With a name meaning "generous and humble" in Arabic and services in line with people's way of living, Careem managed to become very popular across the Middle East.

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