UAE's 3G Service Gets a New Brand Image

The United Arab Emirate's Etisalat has unveiled its new brand and marketing strategy for the region's first 3G service, which was officially launched in a live video call by His Excellency, the Minister of Communications, Ahmed Humaid Al Tayer, just before Christmas last year.

Mubashir is the new brand name for the 3G service, which offers 3G enabled Video Calling and High-speed mobile Internet access. As an all-in-one package, it also includes Multi-Media Messaging subscription, providing the best in connectivity and content for customers owning the latest 3G compatible mobile phones.

"The Mubashir brand signals the live connectivity, speed and simplicity of this next generation service, which is among the first in the world being offered to both pre-paid and post-paid mobile customers," says Mohammed Al Fahim, Executive Vice President Marketing - Etisalat.

GSM postpaid and Wasel pre-paid customers can migrate to this service without the need to change their existing numbers or SIM cards.

"After the world's eyes focused on the UAE with Etisalat's launch of 3G last month, registrations for Mubashir are yet another milestone in our programme to ensure that the UAE marketplace is ready to take full advantage of Etisalat's live third generation network," concludes Al Fahim."

Posted to the site on 26th January 2004