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Tue 31 Jan 2017 11:47 AM

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Du's holding company to launch UAE's third mobile operator

New brand Virgin Mobile will use the du network and infrastructure

Du's holding company to launch UAE's third mobile operator
(PHILIPPE HUGUEN/AFP/Getty Images)

Emirates Integrated Telecommunications Co (EITC), the holding company for UAE phone service provider du, will launch Virgin Mobile as a new brand in the country, EITC's chief executive Osman Sultan said on Tuesday.

EITC will have full ownership, management and operation of the Virgin Mobile brand in the country, Sultan told a news conference, adding that services under the brand would start "within weeks" and focus on a consumer customer base.

Virgin Mobile will use EITC's network and infrastructure in the same way that du does, and EITC has created an internal business unit to handle the brand in the UAE, he said. Karim Benkirane has been appointed managing director of Virgin Mobile UAE's operations, reporting to Sultan.

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lastman 3 years ago

I don't think this counts as a third operator, or even as an MVNO for that matter, as it doesn't appear a new licence is required from the TRA. It's really just another Du brand with - I assume - different pricing, packages etc.

Marco 3 years ago

Well that would make it an MVNO or a fighter brand with a target subscriber base in mind and package differentiation.

Rooster 3 years ago

different pricing and packages...and please please please different customer service.

Telcoguy 3 years ago

From the outside the difference between a second brand and an MVNO can be hard to spot. But given that this is owned by du I think the most accurate description is second brand.

An MVNO would actually compete with the existing players, I somehow do not see this happening here.

Victory Red 3 years ago

It's specifically being set up for the younger kids & teenagers, early twenty somethings - those who already identify with the Virgin brand.