Emirates Integrated Telecommunications Company (EITC), a fully licensed telecom operator in the UAE and the owner of du, today introduced its second brand, Virgin Mobile, in a strategic decision to strengthen its telecommunications offerings.

Having the right to use the Virgin Mobile brand in the UAE, 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, said a statement.

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, it said.  

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, it said.

“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.”

“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 digitilisation.”

Transformation by Digitalisation

Telecommunications transformation is driven by digitalisation; EITC is not just enhancing the customer experience, but also creating new and improved propositions that add benefit to consumers and enterprises throughout the country. Its effects will resonate across the various categories served by the telecommunications industry, including the product on offer, value creation for the consumer, and the elevated experience, the company said.

“At EITC, we have always worked hard to offer our customers a vision of the future today. Our aim is to ensure a certain level of integrity in all of our products and to nurture trust in our brands. Over the years we have worked relentlessly to support individuals, enterprises and government led initiatives through our brand du, and we look forward to introducing a new brand that will bring additional excitement, and more importantly innovation and connectivity to the UAE,” added  Sultan.

EITC was founded in 2006 as the UAE’s second licensed telecommunications provider. It is 39.5 percent owned by Emirates Investment Authority, 19.75 percent by Mubadala Development Company, 19.5 percent by Emirates Communications and Technology and the remaining by public shareholders.  - TradeArabia News Service