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A deal has been struck allowing Etisalat to have a presence in Virgin’s Megastores.

Etisalat has confirmed a deal with Virgin Megastore that will see the telco gain a presence in each of the entertainment retailer's UAE stores. The initiative, which is being promoted under the Reach Entertainment banner and will be rolled out later this month, will provide Etisalat with a foothold in the country's retail sector, as it looks to challenge rival du's retail push.

Etisalat staff will be situated in each store to respond to customer enquiries, while the telco's branding will also be highly visible in each outlet.

Essa Al Haddad, chief marketing officer of Etisalat, describes the deal as, "a natural commercial progression for both companies."

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