New initiative spreads economic benefits through mobile technology

Abu Dhabi, United Arab Emirates, January 29th, 2014

Etisalat Group, the leading telecoms operator in Africa, the Middle East and Asia, has launched an initiative - through its Moov subsidiaries in Benin and Togo - to encourage entrepreneurship and financial autonomy for women in rural African communities.

"This initiative is spreading the benefits of mobile technology, raising standards of living and encouraging commerce all at the same time," said Essa Al Haddad, Chief Regional Officer Africa, Etisalat Group. "By creating innovative products and services and delivering them in original ways, Etisalat is strengthening the social fabric and increasing the prosperity of the communities it serves."

The initiative, known as Weena, involves equipping local women by providing them with micro-loans and training them to start businesses distributing Moov services in their communities. Weena agents support the women by providing a tailored value proposition including relevant value added services and an innovative rewarding scheme through cash bonuses delivered directly to a mobile saving account that can be used exclusively for buying selected goods (e.g. school supplies or health products). This innovative mechanism is leveraging on Etisalat mobile commerce platform Flous and its entire ecosystem.

Successful Weena agents also receive virtual money in a community saving account that can be used for projects towards their community under their management and in cooperation with Moov.

Etisalat Group introduced Weena after winning the mWomen Innovation Fund Grant from the GSMA, a global trade association that represents the interests of mobile operators. Even at the early stages in the project, the innovation was already recognised as having great potential as it demonstrated deep understanding of women's needs based on market research, benchmarking with other mobile phone projects targeted at women in the region and analysis of female consumption and recharge patterns. Weena was designed to best meet the needs of women in rural areas.

"By targeting women in rural communities, we are helping to empower a group that can become a powerful agent of economic and social development," Mr Al Haddad said. "The initiative provides training, encourages new behaviour and puts women at the heart of managing their communities."

Weena will become a preferred vehicle for Etisalat/Moov to carry out women-specific Corporate and Social Responsibility initiatives involving women who are the most active in community development and in investing in the community's loyalty bonuses towards the best projects.

Etisalat currently serves 144 million customers in 15 countries throughout the Middle East, Africa and Asia.

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About Etisalat:
Strong commitment to excellence and innovation has seen Etisalat become one of the world's fastest-growing telecom groups, rapidly expanding across Asia and Africa. Its UAE operations, strategically located at the crossroads of East and West, enables Etisalat to be the major hub in the Middle East for Internet, voice, broadcast, roaming and corporate data services. Etisalat has been recognised as 'Best Operator' 10 times since 2006 and 'Best Wholesale Provider' four times in the last three years. Servicing 144 million customers in 15 countries Etisalat continues to reach out to new customers and markets.

For more information:
Etisalat Media Desk
E: gyoussef@etisalat.ae
F: +9712 632 4223
M. +97150220965
www.etisalat.com

© Press Release 2014