SOURCE: Cisco Systems, Inc.

January 22, 2008 15:00 ET

du and Cisco Expand Strategic Relationship

Initiatives to Target Small to Medium-Sized Businesses Across the United Arab Emirates

DUBAI, UNITED ARAB EMIRATES--(Marketwire - January 22, 2008) - du, the United Arab Emirates' new telecommunications operator, has revealed its plans to strengthen strategic relations with Cisco (NASDAQ: CSCO), by exploring the use of the Cisco-enabled Virtual Service Provider (VSP) model. The new model will offer bundled packaged services to meet the voice communications, data services and network security needs of small to medium-sized businesses (SMBs). The agreement was discussed at a meeting between Cisco chairman and CEO John Chambers, du chairman, Ahmad Bin Bayat, and Osman Sultan, chief executive officer at du.

The Cisco VSP model will help accelerate du's customer acquisitions and revenues by blending its existing capabilities with those of Cisco, along with its ecosystem of mobility partners. du expects to extend the VSP offering and the related products and services to SMBs and residential markets. Through its cooperation with Cisco, du will also deliver world-class solutions over a pervasive, intelligent and end-to-end IP broadband infrastructure. du and Cisco intend to continue to work together in key technology areas and drive the evolution of du's Internet Protocol (IP) Next-Generation Network architecture.

Osman Sultan, chief executive officer, du, said: "du's association with Cisco will ensure that we continue to deliver first-class next generation technologies that are customer-centric. These next-generation IP network developments will enable us to continue to deliver intelligent and customer-centric solutions through new go-to-market models. Through our collaboration with Cisco, we are setting the stage for the introduction of world-class services as well as increasing the value these services have to offer.

"Broadband is a key driver for the future growth of the telecom market in the region. Embarking on such a relationship with a strong global player like Cisco is another step for du to bring intelligent communication solutions to the UAE," added Sultan.

Sam Alkharrat, managing director of Cisco Gulf and Pakistan, said: "Service providers no longer rely on voice as the single driver for revenue generation and are now aggressively tapping into the new wave of rich interactive services to attract new customers, while creating high-margin revenue opportunities.

"We're proud of our history with du and we hope that such market-moving strategies will help enable du to expand its services across the UAE and wider Gulf region, not just with their traditional SMB customers but existing multinationals, to meet new customer demand," continued Alkharrat.

Prior to the creation of du, Cisco collaborated with TECOM, to deploy multi-tenant unified communications services, residential voice, video and data services and managed business services at Dubai Internet and Media Cities, based on an IP/Multiprotocol Label Switching (MPLS) infrastructure enabled by Cisco technologies.

About du

du, the new telecommunications company in the UAE, launched mobile telecommunication services on 11 February 2007 across the UAE in addition to Internet and pay TV services in some of the free zones of Dubai. Call Select, the first of du's nationwide Fixed line services for voice telephony, was launched in July 2007.

Among du's many firsts is its historic Number Booking Campaign for both individuals and business, Pay by the Second billing system, Mobile TV, Mobile Payments, first of its kind 'WoW' recharge card (which offers customers the choice between more credit and more time) and Self Care. du business offers include Closed Business User Group and preferred International Destinations.

du's retail network, currently numbering 16 du shops located in strategic locations across all emirates, was launched on 25 February 2007, supporting the delivery of du services to customers.

du is 40 percent owned by the UAE Federal Government, 20 percent by Mubadala Development Company, 20 percent by TECOM Investments and 20 percent by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name du.

du was recognised as the 'Best Brand' for its innovative branding and outstanding success at the Telecom World Awards Middle East 2007.

www.du.ae

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