Noon, long-awaited Souq opponent, to launch soon by Ayman Helal in Marketplace 22 May 2017 The launch of e-commerce site Noon.com in the Middle East, originally planned for January, was officially pushed back to “later this year”. Noon.com is being developed as an alternative to Amazon-owned Souq.com in the Middle East. It is the brainchild of businessman Mohamed Alabbar, chairman of Emaar. This article is only available to AIM Group clients. Please subscribe now or log in to view. Share emaarmahamed alabbarnoon.comSouq.com Ayman Helal Ayman Helal is a writer and analyst for the MENA region. He works as a Journalist and Editor at Dar- Al Hayat publishing and distribution (A Pan Arab newspaper) since 2011. With more than 7 years of experience in writing, he published several articles in the Lebanese and Arabic media, which handled economic, touristic, political, and social issues.