23-05-2025
Paying fines, getting licence in Abu Dhabi: How Tamm simplifies online services
At the heart of Abu Dhabi, the Tamm Factory is revolutionising how over 1,000 public and private services are delivered — conveniently accessible through a single app.
As the headquarters of the emirate's unified government services platform, Tamm is redefining the way citizens and residents interact with government.
Stepping inside, the layout is anything but conventional. Teams are gathered in circular clusters around their screens, while huge digital dashboards display real-time metrics on user behaviour, technical performance, and customer satisfaction. The atmosphere is alive with energy, just like that of a busy beehive.
'It's kind of like a honey hive,' said Dr Mohamed Al Askar, Director-General of Tamm. 'Each section has its own team, responsible for a core function. This setup lets us be proactive and act quickly —fixing issues in real time and ensuring our customers are not just satisfied, but delighted.'
This emphasis on delight over mere satisfaction is central to Tamm's philosophy, noted Ruba Al Hassan, Director General of Strategic Affairs and Future Foresight. Thanks to real-time monitoring, the team can spot and resolve issues before users even report them.
That the team does not wait for complaints. "We are more proactive, more integrated with the entire system," Ruba said. 'It's like monitoring a patient with connected medical devices — the doctor sees the data and can take immediate action.'
Seamless government services
Tamm's journey began in 2005, when UAE President Sheikh Mohamed initiated the first government service centre in Al Dhafra. The goal: spare residents a 250km trip to Abu Dhabi for routine paperwork. Initially a physical one-stop shop, Tamm transitioned to a digital platform following the launch of the emirate's e-government strategy in 2006.
What distinguishes Tamm today is the seamless integration of government services, a design philosophy deeply embedded into its tech-driven infrastructure. 'Tamm is all about destroying the barrier between different government entities to provide a seamless experience that is effortless for our customers,' described Dr Al Askar.
The workspace itself mirrors this openness — there are no closed doors, only open spaces that encourage collaboration and speed. 'Everybody can talk with each other; you can walk up to anybody here, ask him for something, and things move faster.'
AI at the heart of service
At the centre of the facility lies an oval-shaped hub: Tamm's AI team, deliberately placed at the heart of operations. 'It was kind of symbolic for us,' said Dr Al Askar. 'We want to emphasise that AI is at the heart (of everything). We design every service from the beginning with AI in mind.'
This commitment to AI has attracted international interest. In January, Microsoft President Brad Smith toured the facility. Weeks later, he mentioned Tamm during a US Senate hearing, citing it as a model for tech-powered governance.
A Touch of Humanity
But for all its technological sophistication, it's the human element that truly sets TAMM apart. One flight up, in a sleek, circular glass room, sits the TAMM Care and Advocacy Team — described by Ruba as 'the soul of the operation.' Unlike conventional call centres, this team acts proactively.
'We created the team about a year and a half ago,' said Dr. Al Askar. 'They reach out before you even ask for help.'
Meanwhile, Ruba Al Hassan shared a personal experience that perfectly illustrated Tamm's proactive approach. 'One morning, my husband mentioned I had received a radar ticket,' she recalled. 'Just minutes later, someone from the Tamm Care and Advocacy Team called to inform me that the radar in question appeared to be issuing an unusually high number of tickets. They offered to file an appeal on my behalf."
That unexpected act of support, she said, embodied what Tamm strives for: not just meeting expectations, but creating moments of customer delight — a core principle that defines the platform's culture.
Intuitive design, inclusive access
User experience is another key pillar of Tamm's success. The platform is designed to be visually appealing yet highly intuitive, whether you're tech-savvy or using it for the first time.
To report an issue, users simply need to shake their phones. A screenshot is instantly created and submitted. Tamm's AI-powered chatbot, activated via a falcon icon, can answer queries or perform tasks directly. Users always have the option to connect with a human agent. Special care is given to senior citizens and people of determination, who receive priority access and enhanced support.
International recognition on the horizon
TAMM's innovations have not gone unnoticed. The platform is currently competing for a prestigious United Nations award, standing alongside some of the world's most advanced tech systems.
Reflecting on TAMM's evolution, Ruba shared, 'It's taken nearly 20 years to get here, and yet we still feel like we're just beginning.'
