Du
EMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY
INTRODUCTION:
Launched in 2007, Emirates Integrated Telecommunications Company, trading under the brand name “du”, is the second mobile operator in the U.A.E. Since the launch, du has managed to attract a million customers. Du has also been offering landline, internet and cable services for about two years. The company is owned 40% by federal government, 20% by Mubadala government, 20% by TECOM INVESTMENT, 20% by public shareholders. Du’s vision is to connect, inspire and reward. With a mission to delight customers, be the best employer of choice, to create optimal value through business excellence/ innovation and to contribute to the transformation of the society, du has managed to make a mark for itself in the market. Du intends on building long term relationships with its customers and has four core values i.e. confident, honest, surprising and friendly when it comes to dealing with customers.
Previously a monopoly, Etisilat poses a tough competition for du. Du had to work even harder to attract customers as etisilat customers were satisfied and people wouldn’t necessarily switch to a new mobile operator. Due to this reason, du had to offer amazing packages to its customers to be able to do well. Du has been doing so very successfully till now and has offered new ideas such as visitor mobile lines, one dirham offers, family packages, business packages, call select etc.
Due to the fact that du is still in the initial faces; the company is facing many technical problems such as network coverage in certain areas. Employees in the technical departments have to work hard for these problems.
Du’s HRM is doing an excellent job to keep its employees motivated and satisfied. They offer many benefits like child education, flexible timings, medical insurance, house rent, telephone allowance, cell phone packages for families of employees, national allowance (given to...
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