Following the successful launch of du, nearly 10 years ago, the Emirates Integrated Telecommunications Company (EITC), a fully licensed telecommunications operator in the UAE, announced the introduction of its second brand, Virgin Mobile, in a strategic decision to strengthen its telecommunications offerings.
Having the right to use the brand, Virgin Mobile in the United Arab Emirates, EITC will fully manage and operate the new brand, in line with the regulatory obligations and compliances as set forth by the Telecommunications Regulatory Authority (TRA) of the UAE.
Propelled by digitalisation and transformation, the advent of a connected mobile economy that is being witnessed on a global and regional level is incentivising telecommunications operators to innovate on their brand and product propositions. New and exciting digital channels and experiences, and importantly the consumers’ desire for always on, on-demand services has instigated telecommunications operators to become digitally agile and responsive.
“We believe that changing the paradigm when it comes to telecommunications will help bolster innovation and creativity throughout the country. Telecommunications has evolved beyond connectivity to becoming a transformative general purpose vehicle in nurturing a seamless socio-economic framework that is smart and mobile,” said Osman Sultan, Chief Executive Officer, EITC. “Our aim at EITC is to firmly establish the UAE’s leadership as a power centre for the region when it comes to telecommunications by introducing innovative brands that will drive the connectivity agenda in new and unexplored directions.”
The announcement is in sync with EITC’s strategic vision of becoming a digital transformation partner and an ICT solutions provider to meet the growing requirements of the fast-paced and dynamic UAE.
EITC was founded in 2006 as the UAE’s second licensed telecommunications provider. du was launched in 2007 and serves over eight million customers throughout the UAE. Today it has two telecommunications brands under its umbrella.
“We are thrilled to bring Virgin Mobile as the second EITC brand in the market,” said Karim Benkirane, Managing Director, Virgin Mobile UAE. “We want to bring a differentiated experience, one that truly embraces digitalisation.”