Etisalat to launch branded mobile devices

GREAT VALUE: Etisalat is to launch its own branded handsets. (ITP Images)

UAE telecom Etisalat plans to start retailing its own branded mobile devices and terminals across 17 countries in the Middle East, Africa and Asia, the company said on Monday.

The company said it is negotiating purchase contracts with international vendors and original equipment manufacturers (OEMs) on behalf of its subsidiaries.

The move into branded devices - a strategy pursued by operators in mature markets as a means of increasing margins and brand loyalty - will provide "great value" for Etisalat's customers through lower priced devices and promotional bundles, the company said.

Etisalat said it will also negotiate volume agreements to maximise its purchasing power.

Etisalat chairman Mohammad Hassan said in a statement the company will provide devices "at an accessible price point".

Etisalat said this strategy will help bring both high-end models and entry-level devices within the reach of consumers across the region.

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