Just-a-Dial, conceptualised last year, has invested $5 million in the service, which is driven by specialised software that as of now can handle approximately 21,600 calls a day. The database has been collated through various channels, which include company activity, specialist services and contact details. Via this service callers can receive information impacting the UAE and its communities, including data on the latest products, services, brands, outlets, promotions, cinema listings, events and businesses. Companies can list events and promotions on the Just-a-Dial service.

"This service fills a much-needed gap in delivering information which is convenient and productive to callers and adds value to the lifestyles of residents and visitors alike, while providing a vital information delivery channel to the Emirates' business community," said John Joseph, Just-a-Dial's Managing Director. The company has set up a 60-seater call centre near Al Barsha to handle the calls, said Ajay Sebastian, manager sales adding that they will presently attend to 5,000 to 10,000 calls a day that is likely to go up over the months. This launch follows 18 months of intense software development for the service which operates on Linux-based software.

"The system performs detailed search of our entire database to provide callers with complete information on anything and everything from any industry or sector," explained Joseph.

When a caller requests information about a certain product or service, that query is entered as the keyword which searches for the required data. It is a dual-pronged 'win-win' service. Callers' receive the information they require, and registered companies get details of enquiring callers by a channel of their choice such as fax or email, thereby enhancing and facilitating client-provider relationships.     Information on companies registered with Just-a-Dial is given priority in caller response. "The service is unique in as much as callers do not simply receive telephone numbers of providers, instead multiple options and extensive information are given through phone, e-mail and fax.   'Just-a-Dial' is a complete information service and a functioning gateway, which allows registered clients to interact with callers," he added.