Emirates Post board approves several new initiatives and projects, including launch of direct marketing service

One of the key decisions concerned the licensing system governing the dispatch of documents, letters and parcels. Several changes were approved in the licensing system, effective from January 2004, in a bid to streamline postal operations.

The board also approved the financial results of Empost, a subsidiary of Emirates Post, for the period ending December 2002, and expressed satisfaction over the performance and revenue increase achieved by Empost.

Members of the board gave their consent to a reduction in Mumtaz mail charges from Dhs. 40 to Dhs. 10. The board also gave its go-ahead for a new project offering direct marketing services through Emirates Post's dabatase to companies. It approved a plan for a three-storey, Dhs. 40 million post-office building at Al Falah area of Abu Dhabi.

"This was a very important board meeting because it took decisions on several key projects. The board gave its approval to a new licensing system that is being adopted after intensive research and study into the legal aspects. The new system introduces more flexibility for movement of mail within and outside the UAE," said Mr. Abdulla Al Daboos, Director General of Emirates Post. "It will open the doors to courier companies to transport mail without any restriction on weight. We have also reviewed the minimum postal fee on inland mail to upgrade our service standards. In addition, it has been decided not to impose weight restrictions on letters going outside the UAE, in order to allow smooth movement of documents."

"The reduction in the charges for Mumtaz mail within the UAE is aimed at increasing volume sales. We are sure this step will encourage all residents to use the Mumtaz service which offers value-added facilities, quick delivery and security," Mr. Daboos added.

The board approved the new Direct Marketing service developed by Emirates Post as part of its overall strategic plan to offer innovative value-added services. The new service targets national and private sector companies, providing them with a readymade database of consumers, divided into categories based on age, income, nationality, etc., to boost their marketing drives.

"The Direct Marketing service of Emirates Post allows clients to dispatch mailers either the traditional way, or through electronic channels," Mr. Al Daboos said. "It also allows mail fulfillment jobs, such as adding a marketing message and automatic insertion through our subsidiary, Electronic Document Centre. Clients can also avail of the business reply service which allows them to receive feedback from the respondents."

Besides the Minister and Mr. Al Daboos, others who attended the meeting were Mr. Ali Salem Al Owais, Director General of Etisalat and vice-chairman of the Board, Mr. Abdullah Lootah, Undersecretary, Ministry of Communications, Mr. Khalid Al Jawhari, Head of Revenue Department, Ministry of Finance & Industry, Mr. Jassim Mohammed Darwish from the UAE Municipalities Secretariat and Mohammed Yahya Al Suweidi, Assistant to Undersecretary, Ministry of Communications.