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du promises captivating, unique 'experiences' like never before at GITEX 2010

Elite Plan and Elite Super 100 mobile plans at GITEX Shopper

Highly sought-after iPhone and BlackBerry® smartphones such as BlackBerry® Torch™, and value driven bundles at GITEX Shopper

Showcasing the fastest mobile broadband key
Dubai, UAE, 17 October 2010: With a focus on offering new and innovative customer experiences, the du stand at GITEX Technology Week 2010 promises to be a show-stopper like never before. Futuristic in look and feel, this year's du stand is all set to take centre-stage in terms of capturing the imagination of visitors, who will be able to freely explore du 's various products and services through innovative formats on interactive touch screens.

"A lot of visualisation and creative input has gone into the stand at this year's GITEX. We will showcase our diverse range of products and services to visitors in the most open and dynamic way possible. We want not only to show people what we have to offer, but to demonstrate the efficiency and user-friendliness of our products and services through innovative, uncluttered and interactive demos, in-line with our du shop design philosophy. Furthermore, our unique forum provides us with a unique opportunity to integrate and engage with the community," commented Farid Faraidooni, Chief Commercial Officer, du .

The diverse and uber-modern zones at the stand will include an innovation zone, a consumer and business mobility showcase, a managed services section, an espresso bar, a mobile broadband and real broadband area, a du TV zone and a dialogue forum.

Listen to us

Taking centre-stage at this year's du stand will be 'The Forum' - a specially designed multi-functional venue to host sessions and events on current 'hot topics' by senior members of du management team and du 's partners. The sessions will run on an hourly basis and will continue throughout the event. Keep an eye on the giant display panel at the du stand for updates!

Mobile Broadband

This zone demonstrates the speed of du 's mobile broadband service, enabling users to 'connect to the fastest internet on the go anytime, anywhere' through an interactive 'T-wall challenge', which analyses the players' reaction to speed. Each day a winner will receive a prize and the fastest player at the end of GITEX will win two tickets to the upcoming Formula 1 at Yas Marina Circuit in Abu Dhabi.

Real Broadband

du will be demonstrating the value of its Real Broadband services by encouraging visitors to guess the monthly spend of the service via touch screens, including scenarios such as, 'Mark: heavy internet user, calls his mum every evening in London for 30 mins and enjoys du TV'. Visitors will SMS their name and email address along with their estimate of the monthly spend for that day's profile and the winner at the end of each day will receive an iPhone 4 and be entered into the grand draw that will take place at the end of GITEX.

Mobility Showcase

du will be showcasing its popular Elite Plan and Business Super Plans, including its iPhone 4 and BlackBerry® offerings. The section will showcase du 's rewards, bundles and competitive international calling rates. There will be a daily competition called 'Running Thumbs' between two people to see who can text the fastest in the shortest amount of time with the least mistakes for the chance to win a prize. Visitors to this section will also have the opportunity to sample an iPhone 4 or BlackBerry® smartphones while waiting for their phone to be cleaned and/or engraved with the design of their choice.

Managed Services

du 's business showcase will include the company's world-class managed services, showcasing its Polycom and Security product experience, demonstrated via two security guards standing to attention and a security art installation on either side of the Managed Security zone.

Innovation zone

The innovation zone features the vitality juice bar, where visitors can use their phone to redeem a juice after participating in an interactive exercise where they get a first-hand feel of Near Field Communication technology (NFC) and the benefits of using the product on an NFC device.

du TV

The du TV zone features the company's 3DTV and Video on Demand (VoD) services. Visitors to this zone can enjoy an amusing and unique product display which showcases du 's VoD services, involving a mime artist that begins to act and interact with the audio from a chosen movie scene. There will be a choice of three Arabic, three English and three Hindi famous movies. In addition, a large raised "3" and "D" come out of the ground and will serve as seating for those who wish to find out more about du 's cutting-edge 3DTV offering.

du at GITEX Shopper

Adding to the excitement of this year's GITEX Shopper, du will be on hand to offer expert assistance in choosing from a wide range of product and service offerings.

The enticing offerings - which will be on display at the du GITEX Shopper stand - include:

• du 's Elite Plan, designed as the smart choice for high-end individuals. It offers a choice of special numbers, the benefits of a prepaid service on a postpaid plan and monthly rewards and up to 75% rewards on international calls.

• du 's unique Elite Super 100 Plan, which offers significant innovation, personalisation and convenience to its customers - including 100 minutes of international calls to any number in the world. In addition, subscribers enjoy 100 minutes of national calls to any UAE number and 100 SMS, as well as a 100 MB data bundle - and up to 100% bonus on international calls - all for just AED 100 per month.

• Available: The latest BlackBerry® and iPhone models along with highly attractive bundles such as six months' free unlimited national Blackberry service with BlackBerry® on the Elite Plan. The BlackBerry® models to be showcased at the stand are the BlackBerry Torch at AED 2,699, BlackBerry Curve at AED 1330, the New Pearl 9015 at AED 1499 and the Gemini 8520 at AED 1045.

• Showcasing the latest 42Mbps mobile broadband internet key, which is among the first few devices globally that will allow customers to benefit from this unprecedented mobile broadband speed. This high speed internet key will be a star attraction for all visitors at the GITEX Shopper.

- Ends -

About du
du , the integrated telecom service provider in the UAE, launched mobile telecommunication services in February 2007 across the UAE, in addition to internet and pay TV services that du provides in some of the free zones of Dubai. Call Select, du 's nationwide fixed line services for voice telephony, was launched in July 2007. By the end of 2008, over 3 million people in the UAE chose to become du customers.

Among du 's many firsts is its historic Number Booking Campaign for both individuals and business, Pay by the Second billing system, Mobile TV, Mobile Payments, first of its kind 'WoW' recharge card (which offers customers the choice between 'more credit', 'more time' and now the 'more international' recharge option with additional credit on international calls) and Self Care.

For business customers, du business offers include Closed Business User Group and preferred International Destinations. du Broadcast Services division brings scalable media technology platforms and telecommunication solutions to the broadcast community through its world-class teleport (Samacom) and Master Control Room (MCR) facilities.

du products and services for consumers and business are available through du 's retail network, currently numbering 34 du shops located in strategic locations across the UAE, including the recently opened flagship store located in the heart of Abu Dhabi. In addition, customers can access du products and services at more than 3000 authorised dealers or through the du e-shop, accessible at http://www. du .ae/en/where-to-buy/eshop.html. du shops are a one-stop-shop for mobile service, carrier select and the payment of service bills.

du is 39.5 per cent owned by the UAE Federal Government, 19.75 per cent by Mubadala Development Company, 19.5 per cent by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name du .

Awards to date

• du selected as a UAE Superbrand at the Superbrands awards gala 2010.

• du presented with an award for Best Middle Eastern Local Currency Deal 2008 by UK's EuroWeek

• du won two prestigious awards at UAE Web Awards 2008. du e-shop portal won the best strategic online portal award in the e-commerce category and du media club website won the bronze award in the media and press category.

• du corporate brand launch campaign awarded a Cristal MENA award in 2008.

• du declared 'Best Brand' at Telecoms World Awards Middle East 2007 for innovative branding and outstanding brand success.

• Second place in the New Brand Launch category at the GMR Effectiveness in Marketing Awards 2007.

• Silver Award for the best website in the ICT category at the UAE Web Awards 2007.

• du WoW TV Commercial awarded amongst the best 50 TV commercials in mobile telecom category in the world for 2007.

For further information, please contact:
Saugat Chatterjee
Public Relations Manager
Brand & Communications
du
Mobile: +971 55 9367045
Email: saugat.chatterjee@ du .ae

Gregory Henderson
Manning, Selvage & Lee
Tel: +971 4 3676 324
Mobile: +971 55 495 6487
Fax: +971 4 367 2615
Email: gregory.henderson@dubai.mslpr.com

© Press Release 2010