Du announces new operating model


To enable greater customer engagement

DUBAI: Emirates Integrated Telecommunications Company (EITC), the company that runs the reputed telecommunications brand du, has announced a new operating model to enable greater customer engagement, stronger focus on innovation, and build a digital powerhouse for the future.

EITC on Thursday said the redesign of its business operations with the introduction of five empowered and versatile functions will help the company become a better partner to the ecosystem, and create faster digital transformation. “Winning in the future requires innovation, speed, efficiency, collaboration, and continuously exceeding our customers’ expectations.” said Johan Dennelind (seen in the picture), EITC’s chief executive officer.

He also added that the new operating model will digitally future-proof EITC, and accelerate its transformation and ability to adapt to evolving market dynamics.

EITC’s new operating model in business functions is based on five pillars. The customer-facing functions will be centered on Commercial, Customer and Channels, and New Business and Innovation. The technology functions will regroup Technology and IT. The Commercial function will be responsible for EITC’s commercial strategy, management of consumer and enterprise segments, products and services, customer experience, digitalization, and brand management.

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