Have you spotted Wheely as a new competitor to $UBER-0.6%?

The luxury transportation company, for example, is offering transportation in the United Arab Emirates starting Wednesday, when Wheely will begin offering rides in BMW 5 Series and 7 Series vehicles for the first time as part of its Dubai debut.

It's a London start-up aimed at a high-net-worth clientele, with an average 30-minute ride costing nearly £50.

Personally, I am going to follow this company in more detail, what is your opinion on this start up and its possibility to be a future full-fledged competitor $UBER-0.6% ?