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du Delivers Tangible, Sustainable And Long Term Impact In Line With UAE National Agenda
(14 May 2017)
du achieves highest Gallup Employee Engagement score to date


UAE telecommunications company, du, recently released its sixth annual Sustainability Report in line with Global Reporting Initiative (GRI) G4 Comprehensive guidelines. In the decade since its launch, du has made strides in delivering tangible and sustainable impact across the social, environmental and economic pillars in the UAE to deliver not only value but also enhance happiness amongst its citizenry.

du’s 2016 Sustainability Report has been prepared as per the Global Reporting Initaitive (GRI) G4 Comprehensive guidelines. The GRI-G4 standards encourage companies to report only on what matters to them, to review their impacts both upstream and downstream, and require a larger number of disclosures covering the organisation, its governance practices, supply chain and more. To strengthen its commitment to responsible business practices, du is a signatory to the United Nations Global Compact (UNGC) principles, a steering committee member of the UNGC UAE Network, a partner of the Global Innovation Index and a member of Dubai Chamber’s Centre for Responsible Business. Together, these create a greater level of disclosure and transparency in terms of the aspects that are most relevant to du’s core business: telecommunications.

du has worked tirelessly to ensure its robust sustainability framework, which is entrenched in the four pillars of society, learning, environment and entrepreneurship with an underlying framework of strong corporate governance and commitment to ethical and transparent operations. This year, du’s Sustainability Report indicates that the initiatives and paths set forth are developing accordingly in several areas, such as  Emiratisation and employee engagement; its customers, by providing value that goes beyond telecommunications services;  environmental impact through transformation of its BTS sites; and the community, through a variety of commitments and initiatives.

“Our experience is now a decade strong, and we are pleased to have taken the decision to embrace the strategy whereby we are utilizing the power of communications and connectivity to empower both citizens and residents, and enhance life in the UAE. In fact, strengthening our relationship with both our customers and employees has been a key focus for us in 2016,” said Osman Sultan, Chief Executive Officer, Emirates Integrated Telecommunications Company. “As we chart a new story for our growth, we will continue to adapt our sustainability approach in the coming year in our bid to transform ourselves and our society for the better.”

du continuously seeks new ways to enhance various employee elements including recruitment, improving learning and development and offering new opportunities – with wellbeing and happiness as the highest priority. Focusing on these elements, du achieved its highest employee engagement score of 4.44, putting the telco in the 76th percentile of the Gallup Global Database.

du has also revised its maternity leave policy in line with government directives and now offers maternity leave of three months, as opposed to 45 days. This new directive was implemented across the business in 2017.

Throughout 2016, du undertook to further drive community initiatives; du brought together respected industry professionals and companies through  its Cyber Security Conference and engaged students through the du Hackathon; the company  continued to foster the importance of encouraging entrepreneurship through its Agent 055 Network initiative, and it introduced  its inaugural Public Service Announcement campaign, #PostWisely, to raise awareness about the information shared on social media.  du Live! and du Tuesday continue to enrich the UAE cultural fabric through cinematic experiences and a new partnership with Dubai Opera. Environmentally, du continued its efforts to reduce its carbon foot print, by adding seven more solar powered mobile signal masts/ towers in 2016. The company also unveiled an additional LEED Platinum Certified store at City Centre Me’aisem, bring the total number of LEED Certified Stores to three. Recently, the company participated in ‘Earth Hour’, by switching off the lights at five office locations and 16 retail stores saving around 600 KwH of energy. The company also encouraged Dubai residents to participate in the initiative, through promotion of the ‘60+’ Earth Hour message by strategically switching off the lights on the façade of its headquarters to spell 60+ ahead of Earth Hour itself.  

Abdulwahed Juma, Executive Vice President, Brand and Corporate Communications, du, said: “2016 saw us expanding our initiatives well beyond connectivity to truly entrench our business as a sustainability leader to watch in the UAE. It has become increasingly important for us to take responsibility for sustainability efforts that extend beyond communications to create an environment that promotes business, people and the environment. The spirit of governance, ethics and transparency remains ever-present throughout all levels of our organisation.”

Highlights of du’s 2016 Sustainability Report:


33% Emiratisation, with 54% Emiratis in senior management positions.
Increase in wellness and volunteering activities, adding to the overall positivity and happiness at the workplace
Achievement of a Gallup Employee Engagement Score of 4.44 which lands du in the 76th percentile in the Gallup Global Database


du’s third store, at City Centre Me’aisem, received LEED Platinum Certification, scoring 85 out of 110 points
Increased solar powered mobile signal masts sites from four to eleven in 2016
100% of du vendors conform to health and safety criteria upon registration
du eliminated 99% of plastic from SIM card packaging


du committed to a two-year agreement to promote BabNoor, the first Arabic language app supporting communication for children with autism and other speech impairments, including the distribution of 2,200 app licenses to special needs organisations
du supported the ‘Year of Reading’ initiative by distributing close to 12,000 books across  200 public school libraries, and donated AED 3 million in support of the ‘Reading Nation’ campaign which aimed to provide books to refugee camps and schools around the world
1,019 UAE citizens and residents contributed over 5,600 hours to the company’s annual s Ramadan initiative – Mawaed Al Rahman


Through strategic partnerships with Uber, The Entertainer and Western Union, du is providing its customers with several non-telecom related benefits
A key development in 2016 was the liberalisation of the fixed network, thus giving customers a choice of service providers and allowing them to move to our network.
WiFi UAE continued to be a widespread success, recording close to 13 million total login sessions, and an average quarterly growth of 20%

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