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fetchrDUBAI: App-based logistics disruptor Fetchr! has launched its last-mile e-commerce service after attracting US$11 million of initial funding led by New Enterprise Associates (NEA).

The company says its app leverages a gap in the logistics market for customers in emerging markets of the Middle East & North Africa, Sub-Saharan Africa, India and parts of Asia who have no fixed delivery address.

Fetchr! overcomes this hurdle by delivering packages to a final location using the customer's mobile phone GPS - similar to the way Uber sends a car to an exact location.

Customers who want to send a package snap a photo of the item, select a pickup time and receive an alert when their driver is approaching. Delivery confirmation is also by text message. For the recipient, customers are notified that they have a delivery, choose their delivery time, and the package is brought right to their phone location.

"Consumers use their phones to shop for just about everything," said Fetchr!'s co-founder, Idriss Al Rifai. "With our app, you can now use your phone to ship anything, anywhere. We aim to change the behavior in which people send and receive packages."

Joy Ajlouny, co-founder of Fetchr! added: "Last mile delivery is one of the greatest reason why e-commerce has not reached its full potential in the Middle East. Our mission is to empower delivery through technology, we want shipping to be as delightful as shopping."

The company claims to be faster and cheaper than its competitors by "connecting the dots between customer, package, driver and sender" with 97 percent of packages delivered same day or overnight, and a return process that picks up within 30 minutes.

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