It’s all in the name

UAE telecoms incumbent Etisalat has announced the extension of its recently introduced toll-free telephone service, through which customers can call companies by numerically dialing 800 followed by a common industry term.

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By  Matthew Wade Published  March 28, 2005

UAE telecoms incumbent Etisalat has announced an extension of its recently introduced toll-free telephone service, through which customers can call companies by numerically dialing 800 followed by a common industry term. Until now, UAE businesses could only use their company name or brand name for numeric dialing. Etisalat claims this move will give companies an extra marketing advantage in terms of having their name or their product line recognised by consumers looking for a particular product or service. “Following the successful introduction of the service, this new facility will allow even more companies to have their company, brand name and even their industry keyword as a part of their toll-free number,” explained Mohammed Al Fahim, Etisalat’s executive vice president of marketing. “The competitive advantage to those businesses that sign on to this service early will be tremendous,” he claimed. “There is also a benefit for their potential customers, who will not have to remember a complex phone number, but will be able to conveniently pick up a phone and dial 800-BOOKS or 800-PIZZA.” Numeric dialing works by having customers first call 800 and then spelling either a company’s name, brand name, or a related industry term, using the relevant letter buttons on their mobile phone keypad. For instance, calling 800-BOOKS involves actually dialing 800-26657. The service’s generic industry terms are available to relevant industry customers under Etisalat’s Flat Rate plan (Plan 2). Existing customers meanwhile can change their toll-free name dialing by paying a one-time fee of AED300. Firms requiring more information about Etisalat’s service should call 800-ASK (800-275) or visit www.etisalat.ae and search for keyword ‘800’.

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