Call international to select destinations for as low as 1AED/min (1.67fils/sec) on Nights, Afternoons and Fridays

Further reduction in effective call rates through bonuses on recharging with the 'more credit' and 'more international' options

No increases in other call rates, no monthly fee, no activation fee

All calls are charged by the second

Dubai, 07 October 2009: Setting the UAE standard for affordable international calling, du is bringing its Pay as you Go® mobile customers exceptionally low off-peak rates as a special offer. For just AED 1/min (1.67fils/sec) , du subscribers can call friends and family in India, Bangladesh, the Philippines, Qatar, Saudi Arabia and the USA during Nights and Afternoons as well as all day and night on Fridays. Those with loved ones in Pakistan, Egypt, Sri Lanka, Syria and the UK will enjoy a rate of just AED 1.25/min (2.08 fils/sec) for the same off-peak periods. Best of all, du Pay as you Go® customers who recharge with WoW 'more international' credit will receive an additional bonus of up to 60%, meaning rates can effectively be as low as 0.63AED/min (1.05 fils/sec)!

Customers opting for this promotion do not have any increases in their other call rates and true to the du promise, all their international calls are charged by the second

"This special promotion gives our prepaid mobile customers amazing value with market-leading off-peak rates to top international destinations," said Farid Faraidooni, EVP Commercial, du. "With rates as low as 1.67 fils per second, or 1 AED per minute, off-peak international calling has never been more affordable or convenient in the UAE. Plus, with no monthly or activation fees, customers can start talking and saving right away."

Afternoon periods extend from 2:00 p.m. to 4:00 p.m. and Night periods from 9 p.m. to 7 a.m. on weekdays. On Fridays, customers will enjoy du's special rates all day and throughout the night. To take advantage of the best international off-peak rates in the country, du customers can simply call 135 from their du line and choose option 6 and then option 2

For further information on du's off-peak international calling offer, customers are invited to visit www.du.ae.    

'Off-Peak Calling Offer' at-a-glance

 Country

Peak

Off-peak

fils/sec

AED/min

fils/sec

AED/min

India, Bangladesh

3.53

2.12

1.67

1

Philippines, Qatar, Saudi Arabia, USA

4.00

2.4

1.67

1

Pakistan, Egypt, Sri Lanka, Syria

4.00

2.4

2.08

1.25

UK

4.48

2.69

2.08

1.25

Off-peak time periods: 2:00 p.m. to 4:00 p.m. and 9 p.m. to 7 a.m. on weekdays; 24 hours on Fridays.

To access this offer, du customers dial 135 from a du line and choose option 6.

No activation or monthly fees.

Offer available for a limited time only.

Note: The current Night Freetime offer would still be available for customers who want to call the countries other than the ones listed in the above table.
du's recent initiatives

du's recent initiatives include the WoW recharge promotion, offering Pay as you Go® customers up to a 60% bonus on 'more international' recharges and up to a 30% bonus on 'more credit' recharges. The promotion also gives customers 30 days' validity on every 'more credit' and 'more international' recharge and a 5% bonus on 'more time' recharges with unlimited validity. In addition, du is currently promoting its exciting 'SMS Gold Challenge' trivia contest which gives mobile users the chance to win up to nine kilograms of gold. Many instant, daily and weekly winners have already taken home glittering prizes in this exciting, interactive contest. For further information, visit www.du.ae.

-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 '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, more than 3000 authorized dealers Or through 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 the service bills.

du is 39.5 percent owned by the UAE Federal Government, 19.75 percent by Mubadala Development Company, 19.5 percent 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 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, Channels Communications
Brand & Communications
du
Mobile: +971 55 9367045
Email: saugat.chatterjee@du.ae

Souraya Dally
Manning, Selvage & Lee
Tel: +971 4 3676170
Mobile: +971 55 495 6488
Fax: +971 4 367 2615
Email: souraya.dally@dubai.mslpr.com
Or visit www.du.ae

© Press Release 2009