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du presents unique TV initiative along with a special reduced-rate offer for its customers on the 39th UAE National Day

Marking the momentous occasion of the 39th UAE National Day and upcoming Hijri New year (Islamic New Year), du today announced a unique TV initiative along with a special reduced-rate offer for its customers. The company aims to commemorate the historic occasion of the founding of the UAE through special TV footage, as well as allowing customers to celebrate this memorable day by connecting easily and affordably with friends and family throughout the country and across the world.

01 December 2010

Marking the momentous occasion of the 39th UAE National Day and upcoming Hijri New year (Islamic New Year), du today announced a unique TV initiative along with a special reduced-rate offer for its customers. The company aims to commemorate the historic occasion of the founding of the UAE through special TV footage, as well as allowing customers to celebrate this memorable day by connecting easily and affordably with friends and family throughout the country and across the world.

du is providing its valued subscribers with an all day off-peak rate to any destination in the world on 2 and 7 December 2010, in honour of the joyous occasion. Those customers who have subscribed to du’s One World Plan will be able to call friends and family all around the globe, for just 1.5 fils/sec (90 fils/min) as per the current offer. The special offer also includes reduced SMS rates, enabling du customers to text friends and family at just 15 fils per local SMS and 45 fils per international SMS.

“As a UAE-based company proud of our Emirati heritage, culture and values, we are delighted to be playing a part in developing the future of the nation through our work. This year we wanted to give something back to our country, and what better gift than a documentary that showcases the best of the UAE to our people,” commented Hala Badri, EVP, Brand and Communications, du.

“In addition, our special offer provides a great way for us to celebrate our nation’s national day with our valued customers, enabling them to connect easily and affordably with loved ones during this time.” The unique 45-minute National Day footage – the first documentary in the UAE to be shot in High Definition (HD) - will be aired exclusively on Abu Dhabi TV at 7pm on 2 December and will be repeated at 1pm on 3 December. The company will also be launching a print greeting campaign in honour of the occasion, including a special patriotic theme to be included on its website http://www.du.ae

On the occasion of the 39th UAE National Day, du also organised an inter-departmental competition, run under the theme: ‘How well do you know the UAE?’ From creating an Emirati home’s ambience to unveiling little-known facts on each of the Emirates, each department came up with a different way of sharing something about the country. The criteria for winning the contest, which will be moderated by external judges, are: an educational element (at least one piece of little known information about the UAE); creativity in terms of decoration; participation by all team members and best use of available resources.

Since du arrived on the scene in the UAE in 2007, the company has proudly contributed to the transformation of the UAE by providing customers with choice and making a difference in quality, innovation and pricing. Over 4 million people have signed up as active users of du’s services in 2010, proving that it is the operator of choice for the majority of new subscribers in the UAE.

Notes to editors

About The Chartered Institute of Purchasing & Supply

The Chartered Institute of Purchasing & Supply (CIPS) is the leading international body representing purchasing and supply management professionals. It is the worldwide centre of excellence on purchasing and supply management issues and offers business solutions. CIPS has 65,000 members in 150 different countries, including senior business people, high-ranking civil servants and leading academics. The activities of purchasing and supply chain professionals can have a major impact on the profitability and efficiency of all types of organisation. http://www.cips.org

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 the ‘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 34 du shops located in strategic locations across the UAE, including the recently opened flagship store located in the heart of Abu Dhabi. In addition, customers can access du products and services at more than 3000 authorised dealers or through the du e-shop, accessible at http://shop.du.ae

du shops are a one-stop-shop for mobile service, carrier select and the payment of service bills.du is 39.5 per cent owned by the UAE Federal Government, 19.75 per cent by Mubadala Development Company, 19.5 per cent 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 selected as a UAE Superbrand at the Superbrands awards gala 2010.
  • 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
Brand & Communications du
Mobile: +971 55 9367045
Email:

Press contacts:
Rebecca Fox, Regional Manager

+971 506283649

Trudy Salandiak, Public Relations, CIPS

01780 761575
07917 64856