Mobile operator Virgin Mobile officially launched in the United Arab Emirates.
Emirates Integrated Telecommunications Company (EITC) on Tuesday launched Virgin Mobile in the UAE as the third mobile operator in the country.
Virgin Mobile is targeting the millennials, offering a digital service, including an app available for download on Apple’s App Store or Google’s Play Store.
The application allows customers to choose their own mobile phone number, set up a tariff plan and order a SIM card at any time. Customers can also use the application to track their traffic and other data in real time and set limits on monthly expenses.
A subscription-based communications distribution model eliminates the need for a contract, giving customers the flexibility to use mobile communications, Virgin Mobile said.
EITC, which also owns the UAE’s second operator, Du, has appointed Karima Benkirane as managing director of Virgin Mobile.
Benkiran said: "Our team has developed an innovative digital platform to create simple customer solutions."
According to him, this means a full range of services using the application.
EITC CEO Osman Sultan said: "We are pleased to add to our portfolio a world-famous brand that plays an important role in our strategy to provide more choices to consumers in the UAE."
“We believe Virgin Mobile’s full digital service is ushering in a new era in connectivity and customer service,” he added.
