du captures 10 per cent of UAE population ahead of schedule

Emphasizing the factors that resulted in this achievement, Osman Sultan, CEO du, said: 'We have launched in the UAE with a very carefully thought out strategy that includes introducing many firsts to the market. du is proud to be the first to bring to the market a vast array of initiatives including Pay by the Second, International video calling, Mobile TV, Mobile Payments, a unique Self Care service and Mobile portal - 'MyWorld' and a worldwide first, Number Booking which was designed to save customers the bother of lining up at shops to book their preferred number. We are the first operator worldwide to launch with such a vast array of services and products.'

'The launching of a new operator in an established market is never an easy task and even more so when it is the market with the highest mobile penetration in the world. But we have really pulled together as a team to not only face this task, but achieve our target much earlier than anticipated, in just over four months. What we are most proud of, however, is this expression of people's trust in du,' he continued. 'This 500,000 milestone has been achieved only as a result of our constant efforts to improve our network and ensure we are providing the maximum comfort to our customers.'

du has addressed the issue of network coverage that all new operators face head on, by increasing the coverage area by the day and working with various government departments to increase coverage in all the emirates. In its efforts to ensure the most comfortable experience for customers, du has also partnered with leading retail brands to provide easy access across the emirates through a vast distribution network, in addition to all the du retail outlets.

Discussing the way forward post-launch, Sultan continued, 'We are completely focused on the quality of service we provide our customers. Improvements are being made everyday and we are constantly in touch with our customers, getting their feedback and working on it at once. du keeps the customer at the heart of all we do and we see our continued success being closely interwoven with how well we respond to their needs.'