du to showcase new mobile internet key at GITEX, amongst the first few devices that enables customers to benefit from this unprecedented speed

The UAE, one of the most prosperous countries in the world and a hub for buoyant businesses, joined the league of the select few nations in the world to first launch high speed mobile broadband speeds of up to 42.2 Mbps, the fastest in the UAE. This is following du’s upgrade of its network to next-generation DC-HSPA+ technology. The company will be showcasing the latest 42Mbps mobile broadband internet key amongst the first few devices globally which will allow customers to benefit from this unprecedented speed – this will be a key attraction at the GITEX Technology Week 2010.

“We are proud to have contributed to the reputation of the UAE with this global achievement in mobile networks, as well as employing the most cutting-edge technology for the benefit of our customers. Now, du customers are among the select few worldwide - and the first in the region - to enjoy fastest mobile broadband speeds of up to 42.2 Mbps, which will greatly improve the quality of applications on-the-go, including games, TV, music and video media. We will strive to continue with our strategy of offering market firsts which will reflect on the UAE telecom market and the region and, most importantly, we remain committed to providing our customers with the best possible telecom experience,” commented Farid Faraidooni, Chief Commercial Officer, du.

According to the latest report by Global mobile Suppliers Association (GSA) on the DC HSPA+ deployment with the speed of 42.2 Mbps, the UAE is the sixth nation globally to launch such a mobile broadband speed. It is worth highlighting that du covered 98 per cent of the UAE’s populated areas by this network. du is showcasing the new data internet key at its stand at this year’s GITEX, which is set to be launched by the company soon. This internet key works exactly the same as the previous models, however the new sleeker-looking device is designed to facilitate the passage of much faster mobile broadband speeds.

du’s ultra high-speed mobile broadband network will enable customers to have a superior mobile broadband experience including the fastest internet browsing, downloading music or watching mobile TV among many other applications. In addition, this ultra high-speed network roll-out will reinforce du’s current position as one of the leading operators in the region, providing the best value-for-money and advanced fixed and mobile broadband services to both individual and business users. du will continue to deploy the most advanced technologies to facilitate its network expansion, which is a critical element of ongoing efforts to strengthen and consolidate its position as the UAE’s most innovative telecommunications provider.

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://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 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: saugat.chatterjee@du.ae

Or

Gregory Henderson
Manning, Selvage & Lee
Tel: +971 4 3676 324
Mobile: +971 55 495 6487
Fax: +971 4 367 2615
Email: gregory.henderson@dubai.mslpr.com