A new site called localsearch.ae has complied a virtual addressing system to make it easier for people to find businesses across the Emirates. (Galen Clarke/The National)
A new site called localsearch.ae has complied a virtual addressing system to make it easier for people to find businesses across the Emirates. (Galen Clarke/The National)

At last — a way to find that mysterious location in the UAE



If you are fed up following directions such as "Do a U-turn at the lights, take the fifth street on the right, the third on the left and follow the road for about 400 metres," localsearch.ae may be for you.

The website has complied a virtual addressing system to make it easier for people to find businesses across the Emirates.

It is in the process of assigning every single building and company with a unique six-digit number, otherwise known as a geo reference locator (GRL).

"It is similar to a zip code or a postal code whereby a building can be located," says Andrew Thomas, the general manager of digital media at Local Search.

People can search for a business, product or service on localsearch.ae, which calls up information such as a telephone number, email and website address.

"You are able to find the location and visit that business premises through the intelligent mapping as well," adds Mr Thomas, who, like many other employees has a directory background.

The system claims to be the most accurate and detailed digital map ever available in the Emirates.

About 110,0000 businesses are already listed on the system and the company has call centres working daily to update and upload information.

A team also travels around the UAE collecting information for new GRL codes. But surely a global positioning system (GPS) code would have done the trick?

"We have partnered with Informap, which has been mapping data here for 23 years in the UAE," says Mr Thomas.

"This concept came about by way of originally protecting information and data. If you have a GRL you have ownership of that.

Also, a GRL isn't something that can be easily borrowed."

The company, which also owns the Local Pages business directory in the UAE, plans to produce a point-to-point navigation phone application in the next six months.

Everyone is entitled to a free listing on localsearch.ae, which makes its money by advertising and enhancing the entries.

"We hope that your GRL number in the future here in the UAE will be given out as freely as your telephone number," says Mr Thomas.

"Clients want to be found. They want to do business with people. But that frustrating phone conversation can sometimes turn people away. I myself have been driving around and talking to the receptionist saying I have been driving around for 20 minutes," he adds.

twitter: Follow and share our breaking business news. Follow us

iPad users can follow our twitterfeed via Flipboard - just search for Ind_Insights on the app.