UAE’s Du collaborates with Samsung on digital services

UAE’s Du collaborates with Samsung on digital services

UAE operator du, from Emirates Integrated Telecommunications Company (EITC), has signed a strategic memorandum of understanding (MoU) with Samsung.

This collaboration, the partners say, marks a ‘significant milestone’ in the companies' relationship, allowing for expansion in the business-to-consumer (B2C) and business-to-business (B2B) segments.

Under this new agreement, du and Samsung will work together to expand Samsung's digital service business and offerings, such as Samsung Care+, through retail, online and mobile channels. This move aims to enhance the overall customer experience for both B2C and B2B customers.

Fadi Abu Shamat, Head of the Mobile eXperience Division at Samsung Gulf Electronics, says: "Through this partnership, we will be able to bring our cutting-edge products and solutions including Galaxy AI – a key enabler for new user experience paradigms, especially when it comes to the tools that empower creative expression, productivity, and barrier-free communications.” Introduced in early 2024, Galaxy AI brings artificial intelligence capabilities to every phone in the Samsung Galaxy S24 series.

The partnership between du and Samsung will focus on various business fundamentals and key development pillars. This includes expanding B2C practices to B2B, with an emphasis on the Enterprise Edition portfolio and rugged device offerings.

Additionally, du will have exclusive access to Samsung's latest product launches, ensuring customers have access to the most advanced technology available. The companies will also collaborate on reaching the younger generation, with joint participation in events like the Dubai Esports Festival.

Another strategic focus of this partnership is the creation of B2B-specific workshops and events to maximise reach. The collaboration aims to provide customers with value-added services (VAS) and monetisation opportunities through direct investment and by leveraging the du ecosystem.

The companies also plan to develop B2B-specific rate plans for the enterprise edition and rugged device portfolio, as well as collaborate on CRM initiatives for local customers in the premium segment offerings.


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