Offers first-of-its-kind, on-campus preferential calling rates, Snap & Share, Facebook® Zero, Facebook® Mobile Text and much more

Supporting the lifestyle of the UAE’s youth, du today unveiled its ‘My People’ programme offering a host of exciting benefits exclusively for the youth in the UAE, including On-campus preferential calling rates, cool services such as Snap & Share, Facebook® Zero and loads of rewards and entertainment.

‘My People’ will be introduced in various stages throughout 2010, beginning with a ‘Snap & Share’ service featuring one-click picture and video uploads to preferred social websites, a Facebook® Mobile Text service which enables networking on facebook via SMS & MMS, a Facebook Zero service which allows free mobile browsing on the new 0.facebook.com site and a pilot On-campus initiative offering students an impressive 50 per cent discount on their mobile calls made from select University campuses in the UAE.

“’My People’ is a result of feedback we received from our younger customers and what they would like to see in a plan customised to their unique needs. It is so much more than just a special rate plan for students and in many ways a new lifestyle for the UAE youth to cultivate their interests with the like-minded by joining the My People community. We invite our young customers to visit the ‘My People’ community page (http://www.du.ae/MyPeople) and check-out the details themselves,” commented Farid Faraidooni, Chief Commercial Officer, du.

Recognizing the needs for social networking among the youth at various social sites, ‘Snap & Share’ service enables one-click picture and video uploads to multiple social websites via mobile phones while on the move. Customers can enjoy the service and unlimited uploads at a nominal monthly flat fee of 10 AED.. Social websites included in this service are Facebook, Picasa, YouTube, Blogger, MySpace, Twitpic, Photobucket, Buzznet, Fotki and PixPulse. Customers simply need to SMS ‘SS’ to 1231 with their du mobile to register. For a list of compatible handsets listed at My People community web-page, visit http://www.du.ae/MyPeople.

The first of its kind On-campus BETA service offers students an impressive discount of 50 per cent on all national voice and video calls made within the precincts of 24 university campuses across the UAE. Students can find out whether their Universities are part of the On-Campus BETA and view the most updated list with newly added universities by visiting http://www.du.ae/MyPeople or SMS ‘list’ to 1818 from their du mobile. Students can opt in to participate by simply sending a free SMS with the text ‘OC’ to 1818 from their Elite or Pay as you® Go line. Outside the campuses, the students can still take advantage of the attractive rates from Elite Plan and Pay as You Go® on national and international calls.

With growing popularity of Facebook among the youth, du has partnered with Facebook on the launch of Facebook Mobile Text service and Facebook Zero enabling Facebook Mobile in the most simplest and affordable way. du’s Facebook Mobile Text enables customers to update their facebook status, post and receive SMS alerts with the benefit of a free sign-up for the service, with no monthly rental and no charge on SMS alerts received from Facebook. To activate the service, customers simply need to SMS ‘f’ to 3220 and log onto http://www.du.ae/MyPeople to follow the steps. Whereas Facebook Zero is a lightweight version of Facebook’s mobile site m.facebook.com with no graphics or photos enabling the customers to browse facebook without incurring any data charges. To enjoy this service, customers can just simply visit 0.facebook.com on their browsing capable mobile handsets.

To stay updated with upcoming programmes and provide valuable feedback on the service, simply log onto http://www.du.ae/MyPeople.

About du

du, the integrated telecom service provider in the UAE, launched mobile telecommunication services in February 2007 across the UAE, in addition to internet and pay TV services that du provides in some of the free zones of Dubai. Call Select, du’s nationwide fixed line services for voice telephony, was launched in July 2007. By the end of 2008, over 3 million people in the UAE chose to become du customers.

Among du’s many firsts is its historic Number Booking Campaign for both individuals and business, Pay by the Second billing system, Mobile TV, Mobile Payments, first of its kind ‘WoW’ recharge card (which offers customers the choice between more credit, more time and now ‘more international’ recharge option with additional credit on international calls) and Self Care.

For business customers, du business offers include Closed Business User Group and preferred International Destinations. du Broadcast Services division brings scalable media technology platforms and telecommunication solutions to the broadcast community through its world class teleport (Samacom) and Master Control Room (MCR) facilities.

du products and services for consumers and business are available through du’s retail network, currently numbering 33 du shops located in strategic locations across the UAE, more than 3000 authorized dealers Or through du e-shop, accessible at http://www.du.ae/en/where-to-buy/eshop.html. du shops are a one stop shop for mobile service, carrier select and the payment of the service bills.

du is 39.5 percent owned by the UAE Federal Government, 19.75 percent by Mubadala Development Company, 19.5 percent by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name du.

Awards to date

• du presented with an award for Best Middle Eastern Local Currency Deal 2008 by UK’s EuroWeek
• du won two prestigious awards at UAE Web Awards 2008. du e-shop portal won the best strategic online portal award in the e-commerce category and du media club website won the bronze award in the media and press category.
• du corporate brand launch campaign awarded a Cristal MENA award in 2008
• du declared ‘Best Brand’ at Telecoms World Awards Middle East 2007 for innovative branding and outstanding brand success
• Second place in the New Brand Launch category at the GMR Effectiveness in Marketing Awards 2007
• Silver Award for the best website in the ICT category at the UAE Web Awards 2007
• du WoW TV Commercial awarded amongst the best 50 TV commercials in mobile telecom category in the world for 2007

For further information, please contact:

Saugat Chatterjee
Public Relations Manager, Channels Communications
Brand & Communications
du
Mobile: +971 55 9367045
Email: saugat.chatterjee@du.ae

Mayssam Hamadeh
Manning, Selvage & Lee
Tel: +971 4 3676 324
Mobile: +971 55 495 6484
Fax: +971 4 367 2615
Email: mayssam.hamadeh@dubai.mslpr.com