du TV+: the Next Generation Interactive TV Arrives in the Middle East, Enabled by Alcatel-Lucent as Network Integrator and Powered by Microsoft Mediaroom

Broadband World Forum Europe - PARIS - Alcatel-Lucent (Euronext Paris and NYSE: ALU) announced that Emirates Integrated Telecommunications Company PJSC(du), has successfully launched du TV+, an advanced IPTV service, providing subscribers in its current fixed line areas with high-quality TV programming, and other multimedia content services delivered by Alcatel-Lucent.

The new IPTV service has been enabled by Alcatel-Lucent’s IPTV solution designed based upon the Microsoft Mediaroom middleware platform, Alcatel-Lucent Operations and Service Fulfilment solutions and complemented with some custom-specific applications and services.

With this solution, du surpasses their previous IPTV service offering in order to give its customers an unparalleled user experience. Mediaroom, a solution which changed the concept of IPTV, powers services for more than 3 million subscribers worldwide and is the world’s most deployed IPTV middleware according to data from Screen Digest. This offers du customers a significantly improved television and multimedia service. Highlights include user friendly features such as: high definition channels, instant channel change and easy on screen Guide. On the other side, Alcatel-Lucent applications enriched the offer with FAQs.

With the launch, du consolidates its pioneering position in the Middle East as an IPTV services provider, and joins a global base of telecom service providers around the world that rely on Alcatel-Lucent’s end-to-end video network and system integration expertise including professional services such as solution architecture and design, validation, project management, optimization and maintenance.

“This launch represents a major expansion of our service offerings, which now includes high-quality video entertainment and content services,” said Farid Faraidooni, EVP Commercial, du. “For this project, Alcatel-Lucent proved they had the end-to-end expertise and integration experience to help us transform our network and business to enable us to provide more and better services to our customers.”

“This launch sets the stage for the convergence of the telecommunications and entertainment industries in the Middle East and gives du an important new tool to expand its relationship with its subscribers by supporting a range of compelling new services,” said Adolfo Hernandez, president of Alcatel-Lucent’s activities for Europe, the Middle East and Africa. “The successful delivery of advanced entertainment service by a leading Middle Eastern operator such as du is a milestone for Alcatel-Lucent, enhancing our real-world experience in bringing IPTV and entertainment services to the market.”

Colin Morrison, director of sales in EMEA for Microsoft’s TV, Video and Music Business, said, “In migrating its IPTV service to the Mediaroom platform du is able to add HD and advanced digital video recording and video-on-demand features and further differentiate its service through an applications environment that allows them to easily develop and deploy customized interactive applications.”

Alcatel-Lucent is a recognized leader in IPTV, occupying the No. 1 position in IPTV access and middleware solutions delivery worldwide - according to the most recent MRG IPTV Market Leaders Report (August 2008). Alcatel-Lucent is the global leader in end-to-end video integration across fixed and mobile networks with over 100 video network projects deployed.

The company is also involved in more than 55 triple play service delivery architecture (TPSDA) deployments, and more than 60 IPTV transformation and integration projects. These transformation projects leverage Alcatel-Lucent’s extensive field deployment experience and lab investments in next generation IP Transformation Centers (IPTCs) and dedicated IPTV Network Solution Integration & Testing lab (NSIT) to reduce time to market and mitigate deployment risk.

At a glance:

du TV Service du TV+ du TV Monthly fee AED 55 AED 30 - Basic TV Package (more than 130 channels) x x - Premium TV Packages x x - Unique user friendly features x x o PiP channels browsing o Favourite channels o Search programs o Parental control o Choice of audio language track for many du channels - High Definition Ready x x - Pause, rewind and record live TV x - Recording features x o Time shifted recording o One touch simple recording o Series recording o Watch one program and record another

About du

du, the integrated telecom service provider in the UAE, launched mobile telecommunication services in February 2007 across the UAE, in addition to internet and pay TV services that du provides in some of the free zones of Dubai. Call Select, du’s nationwide fixed line services for voice telephony, was launched in July 2007. By the end of 2008, over 3 million people in the UAE chose to become du customers.

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, more time and now ‘more international’ recharge option with additional credit on international calls) and Self Care.

For business customers, du business offers include Closed Business User Group and preferred International Destinations. du Broadcast Services division brings scalable media technology platforms and telecommunication solutions to the broadcast community through its world class teleport (Samacom) and Master Control Room (MCR) facilities.

du products and services for consumers and business are available through du’s retail network, currently numbering 32 du shops located in strategic locations across the UAE, more than 3000 authorized dealers Or through du e-shop, accessible at www.du.ae/en/where-to-buy/eshop.html. du shops are a one stop shop for mobile service, carrier select and the payment of the service bills.

du is 39.5 percent owned by the UAE Federal Government, 19.75 percent by Mubadala Development Company, 19.5 percent by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name du.

Awards to date

- du presented with an award for Best Middle Eastern Local Currency Deal 2008 by UK’s EuroWeek - du won two prestigious awards at UAE Web Awards 2008. du e-shop portal won the best strategic online portal award in the e-commerce category and du media club website won the bronze award in the media and press category. - du corporate brand launch campaign awarded a Cristal MENA award in 2008 - du declared ‘Best Brand’ at Telecoms World Awards Middle East 2007 for innovative branding and outstanding brand success - Second place in the New Brand Launch category at the GMR Effectiveness in Marketing Awards 2007 - Silver Award for the best website in the ICT category at the UAE Web Awards 2007

du WoW TV Commercial awarded amongst the best 50 TV commercials in mobile telecom category in the world for 2007

About Alcatel-Lucent

Alcatel-Lucent (Euronext Paris and NYSE: ALU) is the trusted partner of service providers, enterprises and governments worldwide, providing solutions to deliver voice, data and video communication services to end-users. A leader in fixed, mobile and converged broadband networking, IP technologies, applications and services, Alcatel-Lucent leverages the unrivalled technical and scientific expertise of Bell Labs, one of the largest innovation powerhouses in the communications industry. With operations in more than 130 countries and the most experienced global services organization in the industry, Alcatel-Lucent is a local partner with a global reach. Alcatel-Lucent achieved revenues of Euro 16.98 billion in 2008 and is incorporated in France, with executive offices located in Paris. For more information, visit Alcatel-Lucent on the Internet: www.alcatel-lucent.com

Source: Alcatel-Lucent

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