Dubai, UAE, 22 January 2013 - From the inception, du has consistently delivered superior services to its customers, thereby creating better returns and value to all its stakeholders. The company has been one of the fastest growing telecom in the Arab world during the past four years. Eager to build on this success, du is entering a new phase of growth by strengthening its foundation and driving efficiencies in whatever it does, keeping in mind ever-changing customer behaviours and transforming business models with emerging new forms of competition in the digital space.To enable this journey, du has recently put in place a new organisation structure that is built on the following features:

· Sharpen leadership focus on segments to deliver enhanced value to various needs of customers. B2B and B2C departments are elevated in the organisation to bring customer-centric tailor-made value adding products to both Consumers and Businesses in the UAE.

· Deliver enhanced value to customers by further improving the efficiencies. An Operations division has been created, consolidating all pillars that enable end-to-end customer delivery and drive efficiencies. The Operations division will integrate Operations Planning, Product Engineering, IT, Network, Customer Operations, and Technology Security Risk and Fraud Management under one business vertical.

· du has always believed in building the best capabilities to service its customers. To achieve this objective, the company has constantly hired talented employees and aligned with global partners to bring superior expertise and efficiency in delivering its services and products. du will continue to pursue these efforts. Some of the global partners that du has engaged with in this regard since 2011 include Alcatel Lucent, Atos, Accenture, Huawei, Ericsson, IBM and TCS.

· du is committed to contributing to the vision of UAE leadership in nurturing, hiring, developing and promoting Emirati talent. In a continuation of this journey, du is further investing in its in-house UAE National employees to create future leaders. The company has enhanced its efforts in hiring more Emirati talent, which have already placed du at 32% Emiratisation, with 39% in senior management positions. du is committed to enhancing these efforts and improving Emiratisation levels, year on year.

Elaborating on the development, Osman Sultan, Chief Executive Officer, du, said: "Starting January 2013, we have embarked upon our journey to take du to the next level by pursuing excellence and innovation in the way we do our business. I believe that what brought us to where we are today will not continue to take us where we want to be, unless we deliver more value to customers and keep on innovating the way we operate, the way we deliver our services, and the way we create products and services - all the while keeping in mind the constant change in customer behaviour and emergence of new forms of competition. We are committed to creating accelerated value to all our stakeholders throughout this journey."

-Ends-
For further information, please contact:
Saugat Chatterjee
Public Relations Manager
Brand & Communications
du
Mobile: +971 55 9367045
Email: saugat.chatterjee@du.ae

Reka Sepsy
LeoComm PR
Tel: +971 4 367 6154
Mobile: +971 55 220 68 20
Fax: +971 4 367 2615
Email: reka.sepsy@leocommpr.com