Is du starting to feel the pressure?

By on March 30, 2011
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Can du keep its customers happy?


I’ve been a strong supporter of du for a while now. My support for du stems mostly from the fact that I’ve had to live with monopolizing telecoms operator for over 25 years of my life and for the most part du has made a big difference to the telecoms landscape of the UAE.

For one thing, their mobile service is excellent. My mobile phone bill has dropped significantly since they’ve been in business and quite frankly I think their 3G service is better than Etisalat’s.

One of the biggest problems that any company faces, regardless of which industry they are in, is trying to scale up. It’s all very easy when you’re a small company with a small number of customers but when hundreds turn to thousands and thousands to millions, that’s when you’ll truly be able to measure how strong the company is. du have had some excellent marketing campaigns of late and as a result they’ve managed to rake in the customers. The question now is, can they keep these customers happy?

Of late, I’ve been hearing a lot of criticism of du. Residents of Al Khail Gate have been complaining that their du connection isn’t very stable and their calls to the customer service line have been met with a “sorry, we’re over capacity” reply. Plus, they’re all sold out on their ICC Cricket World Cup mobile package as they can’t handle any more load. Add to that, the reports of du having 30% disruption of Internet services — yes, this is more of an underwater cable fault than a capacity issue but is still reason to complain for a du customer.

In contrast, Etisalat’s service has been surprisingly stellar of late. All my customer service requests have been met to satisfaction. They’ve even expanded coverage areas for their eLife service and seem to be doing a good job of delivering quality of service over price. There have been no reports of Internet service disruptions for Etisalat of late and they’re even going around touting full five bar service (which may be a little far fetched).

For du though, the challenge now is the one that Etisalat has been facing for many years — now that you have an abundance of customers, how do you keep them all happy?


Hitesh is a tech/games journalist and Business Development Manager for the Tbreak Network.

  • Alexey Kozlow

    Unfortunately I had a sad experience with du blackberry service, when sim-card of my wife and blackeberry data package suddenly stopped working without any reason, we made a complain in December, now is March already and customer service still say “oh, we are trying to fix the problem etc.”.

    I live in the International City and broadband became much slower that it was one year ago. The story with du is the same for Etisalat but a bit better. When I lived in Ajman I was waiting for SIX(!!!) month when Etisalat will connect me to Al Shamil DSL line and Etisalat’s customer service is much worth than Du’s even. It’s a general problem of all communication service in UAE, both companies want to make money from the customer without any alternative for them and do nothing significant to make them happy. Just to remind that UAE internet is still a very expensive as the same time!

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