Revolutionising international calling in the UAE, du announced the launch of its One World Plan making international calls simpler, easier and more affordable for customers. The innovative new plan, aims to facilitate international calling for du customers by providing a single flat rate for international calls to over 190 destinations, while making calls more affordable.

du customers can now call friends and relatives all across the world for just 2 fils/second (1.2 AED/minute) from Saturday to Thursday between 9pm and 9am and all day Friday, or for just 4 fils/sec (2.4 AED/minute) from Saturday to Thursday, 9am to 9pm. Both Pay as you Go and Elite Plan customers can opt in for the One World Plan at no extra cost by dialing 135 from their du mobile line, and then selecting option 6.

“By introducing a flat calling rate, customers need not navigate a maze of international calling rates. International calling is now simpler and more affordable than ever.” commented Farid Faraidooni, chief commercial officer, du.

du Pay as you Go® customers already enjoy amazing freedom and flexibility with du’s pioneering WoW recharge options. For international calling, du’s “more international” recharge option gives customers extra credit of up to 60 per cent in addition to the face value of the recharge. du’s “more international” recharge option, combined with the “One World Plan”, offers effective international calling rates of up to 75 fils/minute, meaning du customers can enjoy extremely attractive international calling rates in the UAE.

“more international” gives customers extra credit in addition to the face value of the recharge. The entire credit must be used exclusively for international voice calling within a specified validity period. To recharge with this option, customers dial *138* [card number]

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