Dubai Property Giant Emaar to Launch Blockchain-Based Rewards and Loyalty Ecosystem

EMR tokens will be tradable, exchangeable, and redeemable

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Emaar, the Dubai-based property developer behind the world’s tallest building, Burj Khalifa, and the Dubai Mall, the most visited shopping and entertainment destination in the world, is releasing a new blockchain-based referral and loyalty platform. 

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The new EMR platform will reward Emaar customers with tokens for their loyalty and business referrals and an additional utility token will act as a multi-industry referral and loyalty system, spanning Emaar’s wide array of available services, including retail, leisure, hospitality and residential development.

This is the first product of its kind being launched in the world by a real estate company, and they plan to provide Emaar’s customers with digital tokens using blockchain technology on a mobile application. Tokenization of loyalty points not only provides users with all the benefits current loyalty schemes offer but also provides real monetary value through external trading platforms. 

Mohamed Alabbar, Chairman of Emaar, stated:

“We didn’t become Emaar by standing still, or by thinking small. By launching the EMR utility token ecosystem, Emaar is expanding the concept of connection. We aren’t just looking into the future — we are building it.” 

Consumers will be able to use Emaar’s dedicated EMR mobile application on Android and iOS to access the referral and loyalty system and earn or redeem EMR tokens.  The platform and tokens are built on Quorum, the JPMorgan variant of Ethereum, and are expected to be released before the end of the year, with an early sale of rights having been conducted by Bitcoin Suisse AG and ending in October.

Hadi Kabalan, Director of Tokenisation at Emaar, said:

“We have an existing ecosystem and a large customer base, as well as millions of further potential users globally who have yet to discover Emaar.  Our blockchain token platform positions us to grow our user engagement with today’s digital-native, mobile-first generation who expect a fairer internet and want to be part of the conversation.”

The recent Tokenization, Loyalty and Blockchain survey by KPMG LLP revealed that consumers across all age groups are increasingly willing to make purchases with tokens, indicating a wide range of new opportunities for businesses to engage with their customers and transform commerce using blockchain. The findings also highlighted the fact that the majority of consumers familiar with the definition of blockchain-based tokens believe it will enable them to make better use of loyalty reward points. 

 

As the leading developer of world-class destinations, the pioneering venture will not only provide Emaar’s international clientele with access to a deep referral and loyalty system but also add a new digital revenue stream for Emaar.

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About Richard Kastelein

Founder and publisher of industry publication Blockchain News (EST 2015), a partner at ICO services collective Token.Agency ($750m+ and 90+ ICOs and STOs), director of education company Blockchain Partners (Oracle Partner) – Vancouver native Richard Kastelein is an award-winning publisher, innovation executive and entrepreneur. He sits on the advisory boards of some two dozen Blockchain startups and has written over 1500 articles on Blockchain technology and startups at Blockchain News and has also published pioneering articles on ICOs in Harvard Business Review and Venturebeat. Irish Tech News put him in the top 10 Token Architects in Europe.

Kastelein has an Ad Honorem - Honorary Ph.D. and is Chair Professor of Blockchain at China's first Blockchain University in Nanchang at the Jiangxi Ahead Institute of Software and Technology. In 2018 he was invited to and attended University of Oxford's Saïd Business School for Business Automation 4.0 programme.  Over a half a decade experience judging and rewarding some 1000+ innovation projects as an EU expert for the European Commission's SME Instrument programme as a startup assessor and as a startup judge for the UK government's Innovate UK division.

Kastelein has spoken (keynotes & panels) on Blockchain technology in Amsterdam, Antwerp, Barcelona, Beijing, Brussels, Bucharest, Dubai, Eindhoven, Gdansk, Groningen, the Hague, Helsinki, London (5x), Manchester, Minsk, Nairobi, Nanchang, Prague, San Mateo, San Francisco, Santa Clara (2x), Shanghai, Singapore (3x), Tel Aviv, Utrecht, Venice, Visakhapatnam, Zwolle and Zurich.

He is a Canadian (Dutch/Irish/English/Métis) whose writing career has ranged from the Canadian Native Press (Arctic) to the Caribbean & Europe. He's written occasionally for Harvard Business Review, Wired, Venturebeat, The Guardian and Virgin.com, and his work and ideas have been translated into Dutch, Greek, Polish, German and French. A journalist by trade, an entrepreneur and adventurer at heart, Kastelein's professional career has ranged from political publishing to TV technology, boatbuilding to judging startups, skippering yachts to marketing and more as he's travelled for nearly 30 years as a Canadian expatriate living around the world. In his 20s, he sailed around the world on small yachts and wrote a series of travel articles called, 'The Hitchhiker's Guide to the Seas' travelling by hitching rides on yachts (1989) in major travel and yachting publications. He currently lives in Groningen, Netherlands where he's raising three teenage daughters with his wife and sailing partner, Wieke Beenen.

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