du

Corporate brand

A UAE-focused telecommunications and digital services brand operated by Emirates Integrated Telecommunications Company PJSC.

Last updated November 4, 2026

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Overview

du is the commercial brand of Emirates Integrated Telecommunications Company PJSC, one of the two principal licensed telecommunications operators in the United Arab Emirates. The company was incorporated as a public joint-stock company in Dubai on December 28, 2005, received a telecommunications licence in February 2006, and introduced the du operating brand during 2006. Its mobile services and broader consumer proposition were launched commercially in February 2007. The business was established as the UAE’s second domestic telecommunications provider alongside the incumbent operator now known as e&. The brand provides mobile communications, fixed-line telephony, broadband, home wireless connectivity, digital television, enterprise connectivity, information and communications technology services, data-centre and colocation services, carrier services, internet exchange facilities, and satellite uplink and downlink services for broadcasters. Its customer base spans individual consumers, households, small and medium-sized businesses, large enterprises, carriers, government entities, and media organizations. Consumer offers include prepaid and postpaid mobile plans, home internet, fixed voice, television, device bundles, and digital self-service tools. Business propositions include managed connectivity, cloud, cybersecurity, Internet of Things, artificial intelligence, blockchain, data centres, private networks, unified communications, and sector-specific digital transformation services. du’s development has closely followed the UAE’s economic diversification and smart-government agenda. The company initially expanded through fixed services in free zones and related areas formerly served by Tecom, then built a national mobile network and progressively enlarged its fixed and enterprise footprint. It introduced LTE services in 2012, pursued Voice over LTE and carrier aggregation technologies, and began commercial 5G deployment in 2019. Its network strategy has subsequently moved toward 5G standalone capabilities, fixed wireless access, private 5G, network virtualization, low-latency enterprise connectivity, and expanded fibre and data-centre infrastructure. The company has also sought to move beyond the traditional role of a connectivity provider. Its business portfolio has been organized around du Business for core enterprise connectivity, du Tech for ICT and digital transformation offerings, and du Infra for network infrastructure and related services. In 2024, EITC entered regulated digital financial services through du Pay, a Central Bank of the UAE-licensed platform supporting money transfers, peer-to-peer payments, bill payments, mobile top-ups, card services, and salary deposits through customer IBANs. In 2026, du launched du Ventures, a corporate venture fund managed with Shorooq and focused on technologies such as fintech, artificial intelligence, cybersecurity, cloud computing, loyalty, gaming, customer experience, and enterprise software. du operates in a highly concentrated domestic market in which the principal licensed operators have substantial government-linked ownership and network access can historically depend on geography or development type. The brand has typically been particularly visible in free zones and new Dubai developments, while regulatory arrangements and infrastructure-sharing initiatives have gradually supported broader retail choice. The company remains UAE-focused rather than a multinational consumer telecom brand, although it maintains international carrier, satellite, wholesale, technology-partner, and digital-services relationships. As of 2026, Fahad Al Hassawi is chief executive officer and the brand is positioned as an integrated telecom, ICT, infrastructure, and digital-services provider supporting the UAE’s digital economy.

History

Emirates Integrated Telecommunications Company PJSC was incorporated in Dubai on December 28, 2005, as part of the UAE’s effort to introduce a second licensed domestic telecommunications operator. The company received its telecommunications licence from the national regulator in February 2006. It initially acquired the telecommunications business previously operated by Tecom in the Tecom Free Zone and related areas, giving it an operating base in fixed-line and broadband services. The company created the du operating brand in February 2006 and subsequently developed a consumer-facing identity that could compete with the incumbent operator. The company completed an initial public offering in April 2006 and listed its shares on the Dubai Financial Market. Commercial mobile and home services were launched in 2007, following the implementation of an interconnection framework governing traffic and service relationships between du and the incumbent operator. du reached its first million mobile customers during 2007 and three million by the end of 2008. By 2009, it reported a 32 percent mobile-market share, establishing the brand as a significant national operator rather than a free-zone-only provider. During the early 2010s, du expanded its customer-support, wholesale, data, and network capabilities. It opened a customer-care centre in Fujairah, launched datamena as a regional data hub, and invested in network modernization. LTE service began in 2012 using the 1800 MHz band. The company later demonstrated and tested Voice over LTE and introduced LTE-Advanced capabilities using carrier aggregation and multiple-input, multiple-output technology. These developments supported faster mobile broadband and helped prepare the network for increased smartphone and data usage. The company broadened its media and infrastructure activities as well. du Teleport became the first broadcasting teleport in the Middle East to receive certification under the World Teleport Association’s Teleport Certification programme in 2016. In 2017, EITC launched Virgin Mobile in the UAE under a trademark licence, creating a separate digital-first mobile brand alongside du. In 2018, the company consolidated its enterprise connectivity and ICT activities within an Enterprise Solutions Division, reflecting the growing importance of business technology services in its portfolio. 5G became the next major stage of du’s network development. The company began infrastructure work in 2015, announced 5G readiness in 2018, and launched commercial 5G services in 2019. It used demonstrations, flagship stores, Global Village, industrial trials, and high-throughput testing to establish the network as a platform for consumer broadband, smart-city applications, industrial connectivity, augmented and virtual reality, and Internet of Things services. In 2020, du announced a millimetre-wave deployment at Yas Island in Abu Dhabi and continued to strengthen fibre, Voice over LTE, backbone, data-centre, and network-function-virtualization capabilities. In 2021, it announced a 5G leased-line deployment with ultra-low latency, while its enterprise programme moved toward private networks and OpenRAN-based solutions. In 2022, it expanded fixed wireless access through 5G Home Wireless products. By 2023, 5G carried more than half of the company’s mobile-network traffic. In 2024, the business entered regulated digital financial services through du Pay after receiving Central Bank of the UAE licences. It also reorganized its B2B portfolio around du Business, du Tech, and du Infra, emphasizing connectivity, ICT, cloud, cybersecurity, AI, IoT, blockchain, data centres, and infrastructure services. The company announced a strategic partnership with Telefónica and joined the Orange Alliance programme as part of its wider international technology and innovation agenda. In 2025, du announced a new hyperscale data centre in the UAE with Microsoft as the main tenant and commercially launched 5G Voice over New Radio on its standalone 5G network. In 2026, it launched du Ventures with Shorooq, extending the company’s transformation agenda into corporate venture investment. The current business therefore combines traditional mobile and fixed telecommunications with enterprise technology, digital infrastructure, data centres, fintech, broadcasting support, wholesale connectivity, and innovation partnerships. Its operations remain concentrated in the UAE, where its competitive position is shaped by a two-operator market, government-linked ownership, national digital-development policies, and continued investment in 5G, fibre, cloud, AI, and smart infrastructure.

2026
du Ventures launched
[8]du launches du Venturesdu.ae
du establishes a corporate venture fund with Shorooq to invest in digital technologies and startups aligned with its transformation priorities.
2025
Hyperscale data centre announced
[7]du announces a new hyperscale data centre in UAEdu.ae
du announces a new UAE hyperscale data centre project with Microsoft as the main tenant.
2025
Commercial 5G VoNR launch
[11]Commercial 5G VoNR launchdu.ae
du launches Voice over New Radio commercially over its 5G standalone network.
2024
du Pay launches
[5]du launches du Paydu.ae
du launches its Central Bank of the UAE-licensed digital financial services platform.
2024
B2B operating sub-brands introduced
[6]du unveils transformative B2B portfoliodu.ae
The company introduces du Business, du Tech, and du Infra to organize its enterprise connectivity, ICT, and infrastructure offerings.
2023
5G becomes the dominant mobile traffic technology
[10]5G becomes the dominant mobile traffic technologydu.ae
The company reports that 5G traffic exceeds half of total mobile-network traffic.
2022
5G Home Wireless launch
[1]Du (company)en.wikipedia.org
du expands fixed wireless access with 5G Home Wireless plans for residential customers.
2021
5G leased-line deployment
[1]Du (company)en.wikipedia.org
du announces a 5G leased-line deployment designed to provide ultra-low-latency enterprise connectivity in the UAE.
2020
Millimetre-wave and network virtualization expansion
[1]Du (company)en.wikipedia.org
The company expands its 5G and core-network capabilities, including millimetre-wave deployment, fibre expansion, VoLTE, backbone modernization, and network-function virtualization.
2019
Commercial 5G launch
[9]Commercial 5G launchdu.ae
du launches commercial 5G services and begins applying the technology to consumer, enterprise, government, entertainment, and smart-city use cases.
2018
Enterprise Solutions Division established
[2]EITC Prospectusdu.ae
The company combines enterprise connectivity and ICT activities in a dedicated Enterprise Solutions Division.
2017
Virgin Mobile UAE launches
[2]EITC Prospectusdu.ae
EITC launches Virgin Mobile in the UAE under a trademark licence as a separate digital-first mobile brand.
2016
du Teleport receives regional certification
[2]EITC Prospectusdu.ae
du Teleport becomes the first broadcasting teleport in the Middle East certified under the World Teleport Association’s Teleport Certification programme.
2012
LTE service begins
[1]Du (company)en.wikipedia.org
du launches LTE services using the 1800 MHz band, beginning the transition toward higher-speed mobile broadband.
2008
Three million mobile subscribers
[2]EITC Prospectusdu.ae
The company reports three million mobile subscribers by the end of 2008.
2007
Mobile and home services launch
[2]EITC Prospectusdu.ae
du launches mobile and home services and reaches its first million mobile subscribers during the year.
2006
du operating brand is created
[2]EITC Prospectusdu.ae
The company establishes du as its official operating brand and receives a licence to become the UAE’s second domestic telecommunications provider.
2006
Initial public offering and DFM listing
[2]EITC Prospectusdu.ae
EITC completes its initial public offering and lists its shares on the Dubai Financial Market.
2005
EITC is incorporated
[2]EITC Prospectusdu.ae
Emirates Integrated Telecommunications Company PJSC is incorporated in Dubai on December 28, 2005, as a public joint-stock company.

Products and positioning

A UAE-focused integrated telecommunications and digital-services provider that combines consumer connectivity with enterprise ICT, infrastructure, data-centre, fintech, and smart-economy capabilities.

Consumer telecommunications · 2007
Mobile telecommunications
du’s mobile business provides voice, messaging, mobile broadband, roaming, device connectivity, and related digital services across the UAE. Its consumer portfolio includes prepaid and postpaid plans, handset bundles, data allowances, and self-service tools. The network has evolved from GSM and 3G through LTE and LTE-Advanced to commercial 5G and 5G standalone capabilities. Mobile services remain one of the brand’s core consumer offerings and a major platform for newer applications such as IoT, immersive media, smart-city services, and enhanced voice communications.
Fixed telecommunications · 2006
Home broadband and fixed services
du provides fixed voice, broadband internet, fibre connectivity, home internet plans, and television services to households and property developments. Its home proposition has expanded beyond fixed-line access through 4G and 5G Home Wireless products, giving customers an alternative access method where fixed infrastructure or installation requirements differ. The company also participates in fixed-network infrastructure projects for major developments and provides residential digital services through online account management and payment channels.
Broadcasting and pay television
Digital television and IPTV
du’s home entertainment portfolio includes digital television and IPTV services delivered alongside connectivity products. The offering forms part of the brand’s integrated household proposition, combining broadband, fixed voice, television content, devices, and customer support. The wider EITC group also operates satellite and teleport-related capabilities that support broadcasters and media customers through uplink, downlink, and related transmission services.
Enterprise connectivity · 2024
du Business
du Business is the enterprise-facing connectivity brand within du’s reorganized B2B portfolio. It provides business mobile, fixed connectivity, broadband, managed communications, cloud-linked connectivity, and related solutions supported by the company’s 5G and fibre networks. The proposition serves SMEs, large enterprises, government organizations, and other institutional customers that need dependable connectivity and communications services as the foundation for digital operations.
ICT and digital transformation · 2024
du Tech
du Tech focuses on information and communications technology solutions for government, large enterprises, and SMEs. Its portfolio includes data centres, hybrid cloud, cybersecurity, IoT, artificial intelligence, blockchain, managed services, and other digital transformation capabilities. The sub-brand represents du’s attempt to broaden its role from network operator to technology partner supporting modernization, automation, sovereign-cloud requirements, and data-driven operations.
Digital infrastructure · 2024
du Infra
du Infra is the infrastructure-focused B2B sub-brand responsible for secure data flows, network operations, infrastructure services, and connectivity foundations for organizations and government agencies. It is intended to support customers that require resilient and managed digital infrastructure rather than only retail telecommunications plans. The proposition complements du Business’s connectivity role and du Tech’s ICT and transformation role.
Digital financial services · 2024
du Pay
du Pay is a Central Bank of the UAE-licensed digital financial services platform launched in 2024. It supports international money transfers, local peer-to-peer transfers, bill payments, mobile top-ups, card payments, and salary deposits through a customer-specific IBAN. The application was designed for the UAE’s multilingual population and initially supported six languages. du Pay extends the du ecosystem into payments and remittances while aligning the company with the UAE’s cashless-economy and financial-inclusion agenda.
Data and carrier services
datamena
datamena is a regional data hub associated with du’s wholesale and infrastructure activities. It supports interconnection, carrier services, content and cloud connectivity, and access to digital infrastructure in the UAE. The platform reflects du’s role beyond retail telecommunications, connecting international operators, technology companies, content providers, and enterprise customers to regional networks and data-centre capabilities.
Satellite and broadcast services
du Teleport
du Teleport provides satellite uplink, downlink, and related transmission services for broadcasters and media organizations. It forms part of the company’s wholesale, carrier, and media-infrastructure activities rather than its mainstream consumer telecommunications portfolio. The teleport’s regional certification in 2016 was an important milestone in du’s positioning as a provider of specialized broadcast infrastructure in addition to mobile and fixed connectivity.

Marketing campaigns

2025du Pay Send Money, Win Big
United Arab Emirates
du Pay used promotional campaigns connected to international and local money transfers, including prize-led customer engagement initiatives.
Outcome. The campaigns were reported as part of du Pay’s first-year customer-acquisition and usage programme.
Source
2024du Pay launch and digital-finance adoption
United Arab Emirates
The du Pay launch presented the platform as a multilingual and inclusive digital-finance service supporting transfers, payments, top-ups, cards, and salary deposits.
Outcome. The service later reported more than half a million app downloads and over AED 500 million in transactions during its first year.
Source
2019du 5G Experience
United Arab Emirates
du used Al Majlis at Madinat Jumeirah, flagship stores, and live demonstrations to explain the differences between 4G and 5G and present possible consumer, enterprise, government, IoT, and smart-city applications.
Outcome. The campaign supported du’s commercial 5G launch and positioned the network as a platform for future digital experiences rather than only a faster mobile connection.
Source
2019Global Village 5G entertainment destination
United Arab Emirates
du partnered with Global Village to provide 5G connectivity across the entertainment destination during its 24th season, turning a major public venue into a prominent demonstration of next-generation connectivity.
Outcome. The activation gave consumers a high-visibility opportunity to experience 5G in a live entertainment setting and linked du’s network brand to destination technology and connected experiences.
Source

Brand decisions

2026
Launch corporate venture fund du VenturesStrategy
Background
du sought structured access to emerging technologies and startups that could strengthen its telecom, fintech, cloud, AI, cybersecurity, enterprise, and customer-experience businesses.
Action taken
The company launched du Ventures with Shorooq as fund manager and announced a focus on early-stage and growth opportunities in the UAE and wider Middle East.
Aftermath
The initiative extended du’s digital-transformation strategy from internal product development into external technology investment and ecosystem building.
Fund size. USD 50 million (Announced June 3, 2026)
Source
2025
Invest in hyperscale data-centre infrastructureStrategy
Background
Demand for cloud computing, AI workloads, sovereign infrastructure, and locally hosted digital services increased the strategic importance of large-scale data centres.
Action taken
du announced a new hyperscale data centre in the UAE, with Microsoft as the main tenant and capacity to be delivered in stages.
Aftermath
The project strengthened du’s positioning as a national hyperscaler and expanded its enterprise infrastructure ambitions beyond connectivity.
Project value. Approximately AED 2 billion (Announced April 22, 2025)
Source
2024
Expand into regulated digital financial servicesStrategy
Background
The company aimed to diversify beyond connectivity and participate in the UAE’s cashless-economy and financial-inclusion initiatives.
Action taken
EITC obtained Central Bank of the UAE licences and launched du Pay with money transfers, payments, top-ups, cards, and IBAN-enabled salary services.
Aftermath
du gained a new digital-services growth platform and extended its customer relationship into everyday financial transactions.
Source
2024
Reorganize the B2B portfolio around three operating sub-brandsStrategy
Background
Enterprise customers increasingly required integrated connectivity, cloud, cybersecurity, AI, data-centre, and infrastructure solutions rather than standalone telecom products.
Action taken
du organized its B2B proposition around du Business for connectivity, du Tech for ICT and digital transformation, and du Infra for network infrastructure.
Aftermath
The restructuring clarified the company’s ambition to become an integrated digital-services enabler for government, enterprise, and SME customers.
Source
2019
Move from LTE to commercial 5GGeneration change
Background
Rising data usage and the UAE’s smart-city and digital-transformation priorities created demand for higher-capacity, lower-latency mobile infrastructure.
Action taken
du launched commercial 5G services and developed associated consumer, enterprise, venue, and industrial use cases.
Aftermath
5G became a defining part of du’s technology positioning, later supporting standalone-network trials, private networks, fixed wireless access, and VoNR.
Source
2017
Launch Virgin Mobile UAE as a separate digital brandStrategy
Background
EITC sought to address digitally oriented mobile customers through a proposition separate from the main du brand.
Action taken
The group launched Virgin Mobile in the UAE under a trademark licence.
Aftermath
EITC added a digital-first mobile brand to its UAE portfolio while retaining du as its principal telecommunications brand.
Source
2005
Create a second domestic telecommunications operatorStrategy
Background
The UAE telecommunications market was historically dominated by a single incumbent operator. The establishment of EITC created a second licensed provider intended to expand service availability and competition.
Action taken
EITC was incorporated as a public joint-stock company and received a domestic telecommunications licence in February 2006.
Aftermath
The company launched the du brand, expanded from free-zone fixed services into national mobile and home services, and became the second major operator in the UAE.
Source

Recent events

2021.06.08
Reported2021.06.08
du appoints Fahad Al Hassawi as chief executive[14]du任命Fahad Al Hassawi为首席执行官thenationalnews.com
Emirates Integrated Telecommunications Company, also known as du, appointed Fahad Al Hassawi as its new chief executive, the company said in a statement on Tuesday.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
2020.12.08
Reported2020.12.08
du and Dubai Civil Aviation Authority announce cloud and blockchain partnership[15]du与迪拜民航局宣布云迁移及区块链合作urdupoint.com
du and the Dubai Civil Aviation Authority announced a partnership under which du will migrate the authority’s data centres to Dubai Pulse Cloud, and the authority will join du’s blockchain network using du Blockchain Edge.

Sources15 sources

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