Emirates Integrated Telecommunications Company (EITC) has announced the introduction of its second brand, Virgin Mobile, in a strategic decision to strengthen its telecommunications offerings. The company currently operates du on the market.
EITC said that it will fully manage and operate the new brand, in line with the regulatory obligations and compliances as set forth by the Telecommunications Regulatory Authority (TRA) of the UAE. The announcement is in sync with EITC’s strategic vision of becoming a digital transformation partner and an ICT solutions provider to meet the growing requirements of the fast-paced and dynamic UAE.
“We believe that changing the paradigm when it comes to telecommunications will help bolster innovation and creativity throughout the country. Telecommunications has evolved beyond connectivity to becoming a transformative general purpose vehicle in nurturing a seamless socio-economic framework that is smart and mobile,” said Osman Sultan, Chief Executive Officer, EITC. “Our aim at EITC is to firmly establish the UAE’s leadership as a power centre for the region when it comes to telecommunications by introducing innovative brands that will drive the connectivity agenda in new and unexplored directions.”
According to EITC, the company is not just enhancing the customer experience, but also creating new and improved propositions that add benefit to consumers and enterprises throughout the country. Its effects will resonate across the various categories served by the telecommunications industry, including the product on offer, value creation for the consumer, and the elevated experience.
“We are thrilled to bring Virgin Mobile as the second EITC brand in the market,” said Karim Benkirane, Managing Director, Virgin Mobile UAE. “We want to bring a differentiated experience, one that truly embraces digitilisation.”