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Etisalat and du unveil customer offers

Etisalat launches customer reward programme to retain customers, while du relaunches one dirham offer to attract new subscribers

The UAE's two mobile operators have traded punches, by announcing rival offers in the same week. Etisalat launched its new reward programme at the start of this week, while rival operator du re-introduced its popular initial subscription offer at the same time.

Etisalat unveiled its reward programme, dubbed ‘More', on Sunday, allowing users to earn points based on their mobile phone spending. Points can be redeemed with Cellucom, i2, Paris Gallery, Blue Banana, Prime Limousine and Rotana Hotels Suites & Resorts. In addition, members can convert their points into Skyward miles, Emirate Airline's frequent flyer programme.

The scheme, which is free from registration or subscription fees, is available for both pre-paid and post-paid customers. Points are valid for a period of two years.

"‘More' is the first rewards programme in the UAE from a telecommunications operator, extending Etisalat's leadership in providing added value to its customers," said Essa Al Haddad, chief marketing officer, Etisalat.

The scheme offers three tiers of membership: More, More Silver and More Gold. As a customer moves up to a higher tier, the number of points earned per dirham spent increases up to three times, according to Haddad.

But while Etisalat appears to be consolidating its customer base, an offer from rival operator du is focused more on winning new customers.

As part of its first anniversary celebrations, consumer and enterprise subscribers who choose du's monthly plan will pay Dh125 ($34.05) and receive a credit-back of Dh124 ($33.8). Pay-as-you-go customers will pay Dh55 ($14.98), with a credit-back of Dh54 ($14.70), with Dh27 ($7.35) coming from the first call, and the remaining after a month.

Osman Sultan, CEO, du, said: "For our Anniversary Offer we are pleased to re-introduce what has been a hugely popular offer for new customers, as our way of saying welcome to the du family."

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