DUBAI: Emaar Group is marking an industry-first by leveraging the significant potential of blockchain technology with plans to offer the Emaar community token for customers and partners by the year end.
This highlights Emaar’s intense focus on innovation and providing the most complete experience to drive customer service, loyalty and referral across its businesses, thereby enhancing customer satisfaction, growth and profitability.
Emaar grew revenues by 37% in 2018 to US$7 billion and its brand value by 39% to US$2.7 billion, placing it among the highest tier brands in the world.
The developer of the iconic Burj Khalifa, The Dubai Mall, Dubai Opera, The Dubai Fountain and premium lifestyle communities is also the world’s largest property company outside China, and the largest by listed market capitalisation in the MENA region under the MSCI EM Index.
The Emaar community token will allow Emaar’s customers and stakeholders to reap the value of a full referral and loyalty system across the entire group, cementing the global brand and opening the Emaar experience potentially to billions of internet users.
This will be among the first referral and loyalty tokens in the world giving access to an existing operational ecosystem of close to US$10 billion, and an initial coin offering in Europe will be considered within 12 months of the internal operational launch of the platform.
Swiss-based Lykke AG is leading the technology build of Emaar’s community token based on the Ethereum blockchain and the ERC20 token framework. The token will be transferable across the entire global Emaar ecosystem, including real estate, malls, hospitality, entertainment, facilities management and online shopping.