EITC presses du as brand identity

EITC, the forthcoming second telecommunications company in the UAE, has unveiled its brand identity: “du”. Designed to embody EITC’s (Emirates Integrated Telecommunications Company) commitment to entrenching excellent service standards as well as the values and diversity of the UAE, “du” has no direct meaning in Arabic or English.

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By  Chris Whyatt Published  February 26, 2006

EITC, the forthcoming second telecommunications company in the UAE, has unveiled its brand identity: “du”. Designed to embody EITC’s (Emirates Integrated Telecommunications Company) commitment to entrenching excellent service standards as well as the values and diversity of the UAE, “du” has no direct meaning in Arabic or English. At the brand launch in Dubai last week, EITC chairman Ahmad Bin Byat declared the company’s readiness to compete, although the firm insisted it would not enter into a price war with incumbent operator Etisalat. However Bin Byat said that the introduction of a second telecoms operator to the UAE marked the start of a new era, opening the door for competition, and said the company hoped to snare a 30% share of the UAE telco market within three years. No exact date was given for when “du” will start rolling out its services. “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,” claimed Bin Byat. “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,” he said. “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 went on to add. EITC will 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, all expected to follow in 2007. The infrastructure setup of du’s mobile offerings to consumers will be 3G and 4G.

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