By Benjamin Amu

Lagos. September 8, 2008. Middle Eastern operator, Etisalat Nigeria today opened a service that enables prospective subscribers to reserve numbers of their choice ahead of commercial launch of its mobile service in the country’s fast growth telecoms market.

However, just like teaser advertisements featuring a half-zipped pair of lips that have preceded today’s unveiling of its pre-launch campaigns, for now, the operator is providing no details of its service plans and tariffs.

Technology Times on the operator’s website reveals that a new-look online presence featuring the Web interface for “0809uchoose” a market entry offer that enables subscribers on GSM and CDMA networks to choose and reserve a unique within the range 08098000000 to 0809 8999 999.

Under the deal also available by dialing 0809 8 246673, the mobile handset keypad equivalent of “0809uchoose” from any mobile phone, a prospective subscriber can also call in, choose and reserve a number within the range at no cost. The confirmed number can then be collected at any of the pick-ups outlets of the company after 45 days of launch, says Etisalat.

For now, the service is available to only mobile phone subscribers on both GSM and CDMA networks in Lagos, Abuja, Kano, Kaduna, Ogbomosho, Ibadan and Port Harcourt.

According to Technology Times checks, Etisalat Nigeria had cloned a similar campaign launched by du, its rival back home in the United Arabs Emirates (UAE), that had used a prelaunch number booking campaign, “055-my number’ to forge a market entry edge against the then sole mobile phone company, Etisalat.

Du had then said that the prelaunch was greeted by intense response by subscribers seeking an alternative network to Etisalat by the time the offer closed January 2007.

In the UAE, du claimed that over 750,000 mobile numbers were booked by about half a million business and individual customers wanting to get on the alternative mobile network in the country.

The Number Booking campaign, which began on 26 November 2006, was extended from its initial closing date of 14 December to 10 January, 2007 in response to the overwhelming customer demand.

The initiative allowed people to retain existing numbers while switching to du or book a new mobile number in advance to ensure a seamless transition to a new service provider. All of these numbers will have a 055 prefix.

Meanwhile, Etisalat Nigeria, owned 40 per cent by Etisalat of the UAE; 30 per cent by Mubadala Development Company of UEA, which also own du and 30 per cent by Nigerian investors has made a slight modification to its local version of the prelaunch number booking campaign.

To enjoy a 300 second free monthly “airtime-for-life” offer bundled with a reserved number, a subscriber will have to keep the line “active”, a telecoms industry euphemism for saying that they must pay for a service which could either be a voice call or text message within the last 30 days.

While Etisalat says that reservation of basic numbers are done free, it says that upon confirmation, subscriber will be notified if they have selected special numbers which attracts a price tag. Gold numbers are sold at N10, 000; Silver at N5000 and Bronze at N1500.

The prelaunch campaign which comes ahead of the commercial rollout of Etisalat Nigeria’s eventual entry into Nigeria comes after the issuance of a $400million licence to Emerging Markets Telecommunication Services (EMTS) early 2007.

According to the company, EMTS trading as Etisalat, partners with Mubadala Development Company and Etisalat of the United Arab Emirates and acquired its Unified Access License from the Federal Government in January 2007.

“The license includes a mobile license and spectrum in the GSM 1800 and 900 MHz bands at a price of $400million. Etisalat acquired a 40% stake in EMTS and is now the operator of the Unified Access License.”

Etisalat’s entry into Nigeria expands its track record as a telecoms service provider in the United Arab Emirates since 1976 and has footprints in 16 countries traversing the Middle East, Asia and Africa.

“In Africa, Etisalat’s operations span 10 African nations including Sudan and Zanzibar. It therefore begins operations in Nigeria with considerable experience in successfully rolling out networks in challenging terrains.”

In Nigeria, Etisalat made the first official call on its network on the 13th of March 2008 in the presence of dignitaries from the Nigerian Communications Commission (NCC) and the Senate of the Federal Republic of Nigeria, its adds.

According to the statement, “Etisalat is set to demonstrate its core values of optimism, simplicity and caring – for which it has became known in other markets to the Nigerian people as it offers them world-class telecommunications services. It is investing heavily in the Nigerian economy as well as in its own human resources. From day-one of its operations in Nigeria, it has put in place various skills acquisition and training programs to enable its people offer outstanding quality and services to Nigerians.”