The rise of smartphones has led to upgrades in navigation tech, as earlier solutions like GPS and Google Earth made way for more informative maps. In the last decade or so, more such platforms popped up on the digital terrain, to help people explore cities, tourist destinations and historic landmarks backed by additional data.

With virtual reality coming into play, Middle Eastern cities like Dubai have been turned into arenas, thanks to gaming apps that point people towards lesser known locations to solve mysteries. In another part of the gulf, Saudi's top oil producing firm is propelling a digital navigation app forward, to help people find their way in large public spaces like hospitals and malls.

Funded by Aamco's investment arm, the startup NearMotion chalks out accurate virtual maps of theme parks, stadiums and retail spaces, while providing real-time updates about services. Visitors can gain more insight into artefacts at a museum or find top discounts at a mall, thanks to the interactive platform.

But NearMotion's innovation goes beyond customer assistance, and also provides support for businesses or the admin at establishments. The management can keep an eye on the movement of their staff and the functioning of their services in real-time through these maps.

The virtual guide will play an important role in attracting people back to public spaces in the wake of the pandemic, by creating a tech-powered hybrid environment.

Malls in the Middle East are also using monitoring devices that track footfalls at retail outlets, to measure consumer sentiment and demand for products. On the other hand, tech brand Bosch is strengthening Emirati entrepreneurs via computer vision for keeping an eye on services preferred by buyers.

Investment in the digital navigation app is part of Saudi Aramco's larger plan to pave the way for tech innovation in the kingdom. The oil producer has also launched a joint venture with Google, to provide cloud services for local firms eyeing a digital transformation.