They say Rome wasn’t built in a day. This year, Beam became the first app to let UAE pay for fuel from their car. The path was not without challenges. Our product team gives us a behind-the-scenes look at the journey to creating a world-first.
Where did the idea come from?
ENOC approached us to do a pilot in late 2015. Their goal was to let UAE residents be the first in the world to pay with their phones at the pump.
How did Beam execute this?
It was a long journey due to the nature of the petrol station infrastructure. We had to do a lot of cross border testing of the solution step by step between Sydney (where our product team is based) and Dubai.
What challenges did Beam face?
The primary challenge was designing a solution where the series of events (sessions) between Beam and ENOC's systems are managed seamlessly without the user feeling all the steps involved. From the time the customer arrives at the petrol station to payment, the number of scenarios that could go wrong was quite high.
“ENOC’s goal was to let UAE residents be the first in the world to pay with their phone at the pump.”
What issues did the team solve in the process?
The network connectivity issues between Beam's (cloud based) and ENOC's (closed network/VPN) systems .
The mapping out of events between Beam and ENOC's systems accurately and reliably. One of our developers said this felt like "stacking peas with a boxing glove".
Real life scenarios that could not be encountered in a lab environment. We continuously monitored the logs for such scenarios and proactively addressed them on a daily basis.
“Instead of providing the same payment method at all places, we optimise the experience based on the environment you are in.”
What are the key achievements with this particular solution?
We created a world-first experience in the UAE and the growth rate was beyond our expectations. We have 50K Beamers transacting at ENOC, 12 million litres of fuel pumped, and 210k tanks filled so far and this is growing as we speak.
“One of our developers said this felt like stacking peas with a boxing glove.”
Why is this solution unique?
This solution is unique because:
We use BLE beacons at the pump to make the pump selection easy through the app
Instead of providing the same payment method at all places, we optimise the experience based on the environment you are in.
Beam is a wallet you can use at over 2,600 stores in the UAE not just at ENOC stations, which makes it convenient for our customers.
“The growth rate was beyond our expectations.”
What does this mean for the future of Beam?
We’ve always believed that the payment experience should be optimised based on the environment instead of giving customers one-size-fits-all solutions.
Our experience at ENOC proved that you can alter the way we pay to make it easier for the customers, and when you do this, people will switch to pay with Beam.
“Beam is a wallet you can use at over 2,600 stores in the UAE, not just at ENOC stations.”
What does this mean for the future of Beam? (cont…)
We will continue to improve our current experiences at ENOC, restaurants (tipping, splitting bills etc.) and tap to pay at the checkout.
We are continually on the lookout for new opportunities where we can make the payment method easier and more convenient for our customers.
Our long term vision is that payments should be an entirely seamless and rewarding experience for buyers and sellers.
“The payment experience should be optimised based on the environment instead of giving customers one-size-fits-all solutions.”
Like what you see? Beam at ENOC today to win fuel for a year: www.winfuel.ae
Maureen, Brenda, Hadi and Ahmed were the pioneers of the Beam at ENOC experience.
See what they had to say here.