Etisalat tests cost-effective 'Push To Talk' mobile technology at GITEX

The service allows users with suitably enabled phones to conduct walkie-talkie style conversations.

As the service uses an alternative network to GSM, it will result in efficiency for companies that use it. Mohammed Al Fahim, Etisalat's Executive Vice President of Marketing, said: "Push To Talk is creating a buzz in the mobile telecommunications world and we are pleased that we will be one of the early operators in the region to launch this service."

"Companies, especially those that need to coordinate between teams and locations and currently use GSM, would find this a much more effective solution. The benefit of radio-style communication, especially broadcasting to many users, makes it much more efficient than many phone calls or even call conferencing."

Currently, the country is being wired with the technology needed to provide the PTT service with as wide a coverage area as possible. It will shortly be ready for commercial launch and Etisalat predicts a huge response from companies, especially those with employees in the field or who are engaged in logistics.

Worldwide, operators are promoting the PTT service. The service is not considered an alternative to GSM, but an add-on for existing subscribers. The mass communication opportunities that PTT presents cannot be matched by GSM voice communication.