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Du’s official name is Emirates Integrated Telecommunications Company (EITC). It was commercially branded as du in February 2007. The company had 4.5 million subscribers as on March, 2011. It has a sister concern named Edara established in 2018. Edara is a subsidiary of Emirates Integrated Telecommunications Company (EITC) commercially branded as Telco Operations.
The company launched mobile telecommunication services in February 2007 across the UAE. It reported its 2008 full year results in February, revealing it had added 1.88 million mobile customers over the 12 months. Revenue of $1.08bn was 157% up on the previous year. Before the launch of services in 2006, shareholders offered 20% of their shares in an IPO. Emirates Bank and Emirates Financial services managed the share sale.
Du offers mobile and fixed telephony, broadband connectivity and IPTV services to individuals, homes and businesses. The company also provide carrier services for businesses and satellite up/downlink services for TV broadcasters. Subscribers to du mobile services can be identified by the dialing prefix 055 and 052.
On February 11, 2007, du launched its own mobile service with call tariffs almost identical to those of Etisalat, thus eliminating any possibility of price competition between the two providers.
Products and services promoted by du include [du Live!, Pay As You Go prepaid plan with its WoW recharge card, Emirati Plan, du TV+, the TV/Internet dual-play package Talk and Surf and the TV/Internet/Landline triple-play package Talk, Surf and Watch.