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Axiom unveils One Mobile

The Middle East's largest mobile retailer has introduced a new store brand together with two hypermarket chains, targeting the lower and middle-income market.

Axiom Telecom, the Middle East’s largest mobile retailer, has introduced a new store brand into the UAE that it hopes will target the lower and middle-income market. Through a partnership with Lulu and Union Co-op supermarkets across the country, the One Mobile brand has been unveiled. The first was opened in the Dubai district of Al Qusais and 23 further One Mobile kiosks have been opened across various stores.

Faisal Al Bannai, CEO of Axiom Telecom believes One Mobile will give his company a larger reach. “The launch of the new brand will allow us to extend our products and services portfolio across a broader section of the market.”

One Mobile is already present in Saudi Arabia and Oman, with 18 outlets operational. Axiom Telecom has over 300 retail points of presence across the UAE, Saudi Arabia, Kuwait, Bahrain, Qatar and Oman.

Speaking to CommsMEA earlier in the year, Al Bannai expressed his desire to expand from Axiom’s position of handset retailer to mobile telecoms provider, working as a mobile virtual network operator (MVNO). “It’s not a question of if, but more of when, either this year, next year or the year after,” he said, adding that it is unlikely to be the UAE where the first Axiom MVNO is established.

In December 2005, TECOM, part of Dubai Holdings and a 20% stakeholder in the UAE’s second operator du, took a 40% stake in Axiom for an undisclosed sum.

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