Eric Ly, a co-founder of LinkedIn, has been visiting the UAE to launch a social networking venture for exhibitions and events.
"The Middle East and Dubai in particular is becoming a hub for international trade between Europe and Asia and there are a lot of expos and trade shows," said Mr Ly, Presdo's chief executive.
"The platform we have incorporates social media to the exhibition industry to connect buyers and sellers, delegates and exhibitors.
"It enables people to be more strategic in terms of coming into contact with others. It makes recommendations based on the interests people have.
"It provides a more productive experience, so when companies send their people to these shows, they want to maximise return on investment and this social layer allows them to do this."
Presdo is partnering with Info Salons, an event technology provider, to target major exhibition organisers in the region.
The platform will be integrated into exhibition websites and available as a mobile application.
In time, Mr Ly hopes to intends to add region-specific social networks.
Jo-Anne Kelleway, the chief executive of Info Salons, said she was expecting to roll it out extensively next year. "The majority of our clients are very excited," she added.