COLABB total media coverage to date (July 10-October 31, 2025)

Time is money

For Olga Sukhanova, found- er of COLABB, who regularly drives across the city for er- rands and meetings, time is more valuable than the toll fees. "I generally accept the rules of the game, saving time is of- ten worth the cost. That said, I've definitely had a few mo- ments when 1 forgot to top up my Salik account and ended up with a Dh50 fine for late pay- ment, which can be frustrat- ing," she said. "When I'm not in a rush, I take the scenic route down Jumeirah Beach Road, it's toll-free and a much more pleasant drive."