EITC, the second telecommunications operator in the UAE, revealed its new brand as “du”.
The brand was unveiled by EITC chairman Ahmad Bin Byat and CEO Osman Sultan at a press conference at Emirates Towers, during which they revealed some of the company’s strategies, including that it would start offering its services in the second half of 2006.
Mr Bin Byat said revealing the new brand under which EITC would launch and provide all of its products and services, signalled the start of a new era and opened the door for competition in an industry sector of great strategic importance.
“This new era will witness great development in both products and services that will benefit customers, spur growth and promote development of the local economy in general.”
He said the timing of the launch was of great importance, not only because it coincided with the boom in the national economy and a period in which the UAE was establishing itself more and more as an international business, commerce, tourism and services hub; but also because it came at a time when consumer demands and ambitions had risen to unprecedented levels.
Mr Bin Byat said the company was ready for competition.
“We are confident of our ability to face the challenges of entering a market that has such high penetration and such an excellent level of coverage and we look forward to elevating the level of products and services provided for the consumers of the country who for the first time have a choice.”
“We are committed to make “du” live up to its name by providing truly integrated communications solutions that include voice, data, and video content over fixed and mobile networks to individuals and corporations alike.
He said consumers would be the focal point of all of the company’s activities and operations and it would provide them with excellent products and services for the right price. The company would start by providing mobile services across the UAE from the second half of this year and gradually launch new fixed line services and voice, data and pay TV services.
He said that the “du” brand was designed to embody EITC’s commitment to entrenching excellent service standards as well as the values and diversity of the UAE.
“Satisfying consumers’ demands and ambitions will be the focal point for the company’s strategy, therefore we have thoroughly researched the market to pinpoint the kinds of services UAE consumers want and to ensure the products and services we provide are up to the highest world standards,” said Mr Bin Byat
Explaining the strategy behind the new brand, EITC CEO Osman Sultan said: “We made sure to develop a single brand under which we could provide all of the company’s products and services because we believed launching secondary brands would confuse consumers.
““du” embodies the basic values of the company in building close relationships with consumers that are friendly and honest and guarantee them an excellent service experience. At the same time it expresses the confident abilities of the company and its great future ambitions.
Mr Sultan said he was confident that “du” would become famous globally and succeed in establishing itself as a symbol of pioneering and excellence in telecommunications products and services.
He said the company’s priority would be to invest in the latest technologies so it could provide customers with perfectly integrated communications solutions, be they fixed or mobile.
The company’s strategy would revolve around investments in mobile and fixed telecommunications built on both second and third generation networks supported by EDGE and simultaneously being committed to focussing product and service quality.
EITC already provides its services to more than 19,000 residential and business customers in the free zones and Dubai Internet City, Dubai Media City, DIFC, Emirates Hills and Dubai Marina and will be providing integrated telecommunications infrastructure for many new projects such as the Palms.
