du to ‘switch on’ mobile number portability
Telecom operator launches awareness campaign to attract customers.
November 20, 2013 6:09 by Muhammad Aldalou
As customers await the official roll-out of mobile number portability (MNP) in the UAE, telecom operator du has already launched an awareness advertising campaign to attract both individual and business customers to switch operators.
During GITEX Technology Week in October, the Telecommunications Regulatory Authority (TRA) announced that UAE residents would, by December, be able to shift between rival telecom operators, du and Etisalat, while holding on to the same mobile number.
Announcing the readiness for MNP, Fahad AlHassawi, CEO of du, says: “We have many firsts to our credit and we are delighted to announce that now we are also the first telecom operator to offer people in the UAE the option to indicate their interest in switching to du and experience the freedom of MNP. We invite everyone to go ahead and indicate their choice, now.”
The company has asked those interested in switching to du to “indicate their interest” and send an SMS ‘CHANGE’ to 3553 to be notified as soon as the feature is available.
The TRA’s announcement came roughly five years after the service was initially meant to be introduced, to boost competition in the state-controlled sector. The TRA previously announced that the service would be available by mid-2008, but has repeatedly delayed it due to technical issues.
Mohamed Nasser Al Ghanim, TRA’s director-general, says that an essential element in the health of the mobile market in the country is providing consumers with the ability to choose between competing providers.
“UAE mobile phone users have the right – if they wish – to retain their telephone number and this is the motivation behind the announcement,” he says.