How Al Wasl Water drove digital transformation in the UAE water industry
Al Wasl Water is a drinking water purification and distribution company that has been producing and delivering premium quality water across the UAE since 1999. It operates a state-of-the-art purification facility and offers a range of bottled water and hydration products with reliable home and business delivery services.
Founded in 1999, this Dubai-based drinking water purification and distribution company built its reputation on reliability and scale. By 2017, new leadership took over and recognized that the business was operating on an outdated, high-risk model: 100% cash-on-delivery.
By partnering with Mamo, the company successfully transitioned to a fintech-enabled payment ecosystem. This change resulted in a significant operational transformation, leading to a reduction in cash handling by over 80% and achieving an estimated 89% customer retention rate among app users.
The challenge of breaking away from a cash-heavy legacy
For years, the business relied entirely on physical cash collections. While the model had worked in the past, it gradually became a source of growing risk and operational strain. More than 90 sales team members were responsible for collecting and transporting large volumes of cash every day, increasing exposure to theft, loss, and reconciliation errors. At the same time, the company maintained a 24/7 internal collection department dedicated solely to processing physical currency, which caused a significant drain on resources.
Compounding the issue was industry-wide resistance to change. The UAE water distribution sector has traditionally operated through manual systems, making digital payments unfamiliar for both staff and customers. Previous attempts to digitize with other providers had led to financial losses and poor support, leaving leadership understandably cautious. There was clearly a need for transformation but rebuilding trust in a payment partner was the first hurdle to overcome.
The shift to a smarter payment model
After an extensive search, the company chose to partner with Mamo, not only for its technology, but for its local presence and hands-on approach. This led to the creation of a unified, multi-channel payment ecosystem designed to cover every customer touchpoint for Al Wasl Water.
Mamo’s API was integrated directly into the company’s mobile app, giving customers a seamless in-app payment experience. Apple Pay and Google Pay were introduced to align with evolving consumer purchasing habits, while the WhatsApp payment links empowered sales teams to collect payments remotely without the need for physical POS terminals, and subscription billing further streamlined recurring purchases.
Together, these tools removed Al Wasl Water’s dependency on cash while significantly improving their overall customer experience.
Mamo’s presence in the UAE was another important factor. Being able to reach a local team directly, meet in person when necessary, and rely on consistent support gave leadership a strong level of comfort and accountability.
“The defining word for choosing Mamo was trust. Their team is confident, connected, and most importantly, they provide the support a business like ours requires.”
Measurable impact
The transition delivered immediate and tangible results:
- Cash handling reduced by over 80%, significantly lowering security and insurance risks
- 89% customer retention among users who transitioned to the mobile app.
- Sales teams reclaimed hours previously spent traveling solely for cash collection and deposit.
- The company successfully managed peak demand during Ramadan, including mosque orders representing 80% of the city’s volume, without operational disruption.
Implementation & cultural shift
Digital payment transformation requires more than new tools; it requires a mindset change. Because digital wallets like Apple Pay, one-time payment links and online cart checkout were still relatively new in the water distribution space, Al Wasl Water invested heavily in staff training. Call centers and frontline teams were coached on how to explain new payment options to a diverse customer base. The transition wasn’t instant, but the structured rollout ensured strong adoption and long-term sustainability.
Looking ahead
Today, Al Wasl Water sees Mamo as an integral part of its operating model. The relationship started off as a risk-reduction initiative and has evolved into a foundation for future scalability.
This transformation demonstrates that even traditional, cash-dependent industries can modernize successfully without losing the personal relationships that built their reputation in the first place.
