Entrepreneur | A Three-Word-Solution To Middle East’s Logistics Woes: Aramex Invests $2 Million In what3words


“I spent my weekend at guess.mineral.soils.” Don’t be taken aback if a friend in Dubai says that to you: those three words refer to the unique codes assigned to Dubai’s popular landmark Palm Jumeirah by UK-based what3words’ universal addressing system. what3words assigns three-word addresses to locations by segregating the entire world into global grids of 57 trillion 3m x 3m squares. By doing so, the startup wants to ensure that “everyone and everywhere now has an address,” and the use of words instead of long complex coordinates makes it simpler to find and share location accurately.

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