A wide variety of Islamic content plus free mobile TV for new subscribers help du customers celebrate the season

Dubai, UAE, 26 August 2009 - Through an exclusive partnership with Al Majd, a respected regional operator broadcasting Arabic and Islamic channels, du is offering customers a diverse range of Islamic mobile content during Ramadan. Special content includes exclusive access to Al Majd's broadcasts of live Taraweeh prayers from Mecca; Islamic chants, videos and ringtones; customised anasheed (traditional songs); seasonal caller tunes; daily athkar including prayer timings, hadeeth, dua'a and fatwa; and much more. In addition, as a special incentive, du will give new mobile TV subscribers who sign up within the Holy Month free mobile TV services for the duration of Ramadan - a value of up to AED 80.

Customers can access du's diverse range of Ramadan content quickly and easily by visiting the MyWorld mobile portal, included on all du SIM cards, and/or by sending an SMS to specific short-codes using designated keywords. The MyWorld portal will feature a micro-site dedicated to Islamic content, offering customers an extra level of ease and convenience.

"du is proud to offer exclusive Islamic mobile content in partnership with Al Majd during Ramadan," said Farid Faraidooni, EVP, Commercial, du. "This is a very special time of year and we are pleased to give our mobile subscribers Ramadan-specific content which they can celebrate in their own way. In addition to this, we are offering free mobile TV to new subscribers who sign up during Ramadan."

du's Ramadan Content Offers

Islamic chants, videos and ringtones

Customers seeking Islamic content for their mobiles during the Ramadan period will find the du MyWorld portal a convenient, one-stop virtual shop for chants, videos and ringtones.

Taraweeh prayers
Al Majd will be broadcasting the Taraweeh prayers live from Mecca, and du is giving customers exclusive access to this programming on their mobiles. Customers can subscribe to all Al Majd programming, including Taraweeh prayers on du Mobile TV, by visiting the MyWorld Portal; alternatively, they can subscribe by sending the word 'almjd' to short-code 1155. A one-month subscription to Al Majd, or any single mobile TV channel, is just AED 10.

Daily dua'a, hadeeth, fatwa and/or prayer timings
In partnership with Al Majd, du is offering a service whereby a daily dua'a (supplication), daily hadeeth (Islamic guideline), daily fatwa (Islamic opinion) and/or daily prayer timings are sent to mobile subscribers' phones. Customers can subscribe to one service for AED 5 or to all services for a discounted price of AED 10; to sign up, they can simply send an SMS to shortcode (1110) with the appropriate keyword, as follows:

Duaa

Daily Duaa'

Hadeeth

Daily Hadeeth

Fatwa

Daily Fatwa

Prayer

Daily prayer timings

Athkar

Entire package

Caller tunes
Caller tunes, also known as ring back tunes, are special songs or tones that callers hear when they have dialled someone's mobile number and are waiting to be connected. These tunes can be customised for every caller, giving mobile users a unique way to entertain their friends and family members.

During Ramadan, du customers will be able to select Islamic caller tunes from du's e-collection as a special gesture to callers of their choice. du  customers can order a customised nasheed (traditional song) featuring their names for use as a caller tune. Each customised nasheed is available for just AED 5. To purchase one for themselves, customers can dial 156, press 3 and select option 1. Customers can also gift any of the anasheed from du's collection by pressing 3 (the gift option) after listening to the desired song.

In addition, du customers can choose a caller tune from a selection of dua'a and chants in the Islamic category by dialling 156 and pressing 3. Customers can also copy caller tunes used by their friends and family members by pressing * (star) when calling them. A one-month subscription to du's caller tunes service is just AED 5, or customers can download a single tune for AED 5.

Free Mobile TV for New Subscribers
du mobile TV service offers subscribers a choice of up to 26 exciting channels and the freedom to enjoy diverse programming on their 3G phones 24 hours per day. New Mobile TV subscribers who sign up during Ramadan will enjoy free mobile TV services for the entire Holy Month as a special incentive - a value of up to AED 80. du's channel line-up includes exclusive Arabic and Islamic channels such as Al Majd, a pioneering television service catering to a broad Muslim audience. Al Majd's channels are unique because most of the subject matter is produced by the operator itself. New Mobile TV customers can sign up for the free trial by sending the word 'FreeTV' to 1155.

du's array of Ramadan initiatives and special offers include the sponsorship of Iftar meals for the less fortunate; an 'SMS to Donate' campaign to facilitate charitable donations to various causes (text 'Ramadan' to short-code 8000 for a list of causes and corresponding short-codes); a special short story (hekayat) writing contest that explore various noble experiences and values of Ramadan - submissible online at www.du.ae/hekayat; 1 fils credit for every second of international calls made between 21:00 and 07:00 during Ramadan; and a 'double your talk-time' offer for Pay as you Go customers. du is also currently promoting its exciting 'SMS to Win Gold Challenge' trivia contest which gives mobile users the chance to win up to nine kilograms of glittering gold. 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 
Website: www.du.ae

© Press Release 2009