What came first: the chicken or the egg?
That’s a million dollar question. Or a three dirham question if you ask The Question Company, the brainchild of Andrew Meikle, founder and managing partner, and a long time Dubai expat who says he came up with the idea for a mobile phone text based question and answer service while at his last job. “I was sitting at my desk and the lady across from me asked me to recommend a pest control company, and so we started looking around on the Internet and eventually found one,” says Meikle. “The conversation went to how difficult it is to get a straightforward answer or recommendation in the UAE, and from there I started thinking about different ways to get answers to people who have those kinds of questions.”
With almost everyone having at least one smart phone –and Google – at their fingertips, Meikle knew that anyone looking for an answer could find it, albeit not so easily. “If you go on the Internet, you can find thousands of listings, and still try to find the answer to your question,” he explains. “Over the past 10 years, PDAs and technology have improved, but that doesn’t mean it’s been easier for people to find answers. More so, some people can’t be bothered to spend time looking through those kinds of things. And beyond that, I think there’s that element of gratification when people ask a question and receive and answer through text, especially with something quirky and trendy and fun to use. So it’s about the novelty factor of being able to receive it promptly and get a specific answer to your question.”
The way Meikle’s business model works is attaching an advertisement with almost every answer The Question Company sends out. Advertisers are split up into different categories, including arts, community, children, body and mind, or hotels. “We answer the person’s question, but then we put the advertisement at the bottom of the SMS,” explains Meikle. “We choose an ad within one of our categories because it’s related to the person’s interest, so it’s a very direct form of advertising; you’re communicating with someone who’s shown interest and who’s initiated contact.”
The Question Company currently works with 15 advertisers, and Meikle says that while he accounted for a lack of advertisers when setting up his company, possible clients have quickly recognized the potential of advertising with solicited SMSs. Meikle also explains that rates differ with every advertisers depending on the deals that they agree on, but one constant is that Etisalat – until May the only provider through which SMSs to the Question Company could be sent – takes 35 percent every time someone sends a text message.
“Etisalat just came along quicker,” says Meikle of the delay in developing the service on du. “And du did not offer this system to companies when we set up, except to banks. But they’ve developed it now and our number for both Etisalat and du users is 4644.”
The Question Company is currently manned by a team of 14 people working on a 24/7 rotation basis. Meikle says (at time of interview in April) they have received 1983 questions, and that he was expecting to hit 2000 on the same day. “The first week we launched we averaged 36 questions a day, and now we average 95 questions a day,” he says. “When we get generic questions, we try to educate the public about what kind of questions they can ask us, and so we fill the advertising space with some of our ads.”
Meikle says that The Question Company staff’s average response time is currently 6.72 minutes, and that if they feel the question may take longer to answer, they will acknowledge receipt and revert back later. More difficult questions may take a little longer to answer, says Meikle. “The strangest question we’ve had is how much live cattle is exported from Darwin, Australia, to the Middle East every year,” he recalls. “We’ve also gotten “how much does a fry weigh” and “what is the meaning of life”. So you’ve got to have a sense of humor.”
Meikle and his team have noticed, after observing customer’s history, that their questions become more sensible as they keep using their service. “What we noticed is that at the beginning, people will ask daft questions as they’re trying to push our boundaries and see how far we will go,” he says. “But questions become more sensible over time and people actually start asking for recommendations. But, our most popular question still remains: ‘What came first, the chicken or the egg?’”
It’s sounds a useful service, so Communicate decided to test it out for ourselves (see box, TK). Our conclusion? Good, but we think The Question Company needs to brush up on one or two of its answers. By suggesting “Campaign Mag” for in depth features and analysis of the region’s advertising scene, it showed there are still a few glitches to be ironed out. Though perhaps that answer had more to do with the fact that one of its sponsors, Motivate Publishers, is behind Campaign in the region.
Incidentally, Motivate might also like to ask the company “What is the GCC’s leading business magazine?” We hope the answer doesn’t match its adverts (Gulf Business), as does the editorial team at TRENDS.

BOX OUT
Communicate asked The Question Company one question a day over the course of a working week.
On Sunday, we needed a life coach.
Q: I’m feeling a little sluggish at the office today after a busy weekend. What should I do to re-energize?
A: Listen to some uplifting music, drink hot chocolate, walk on the grass or beach, eat an ice-cream!
What’s On magazine – for the best in leisure & entertainment!
(15 minutes later…)
A: Also, you could have some green or chamomile tea if there is some available @ your’re (sic) office.
ASK US ANYTHING – 24 hours a day, 7 days a week!

On Monday, we needed a little discipline.
Q: I tend to get sucked in by things like Facebook and Twitter while I’m at work. What do you recommend I do to stay focused?
A: Facebook & Twitter are overly hyped. Set a FB & Twitter ‘time’ & login @ only those times. 8-9 pm?
Read Gulf Business – The GCCs leading business magazine
(7 minutes later…)
A: Also, FB socializing is hardly real. Rather get talking to (& knowing) ‘real’ people around you!
What’s On magazine – for the best in leisure & entertainment

On Tuesday, we really needed a friend.
Q: How do you solve a problem like fickle people?
A: Fickle people R all around. Stay aware & tackle such ppl diplomatically. U have to be street smart.
What happened today in history? Ask your 4646 team!

On Wednesday, we were in the mood for a little flattery.
Q: Where can I read in depth features and analysis about the region’s advertising industry?
A: Thank you for your question. We will get back to your shortly!
Read Gulf Business – The GCCs leading business magazine.
(18 minutes later…)
A: Campaign Mag is the world’s leading mag in advertising, also check communicate.ae & gmr-online.com
Read Gulf Business – The GCCs leading business magazine

On Thursday, we really wanted the answer to this question.
Q: So what did come first, the chicken or the egg?
A: Has to be the chicken, as the chicken had to be around to lay the egg! Thanks!
What happened today in history? Ask your 4646 team!