New BlackBerry Packages: higher speeds and better value

• 150MBps extra data for only AED 9 extra per month


• Study finds that 90% of BlackBerry subscribers do not exceed 500 MB data usage per month


• New packages designed to match monthly fees with data requirement and avoid bill shocks

We were the first to launch the new BlackBerry 9900 in the UAE and at the same time we have introduced two new convenient and attractively priced BlackBerry packages:

1.“Basic” package for AED 99 per month
This package provides customers with 200MB of BlackBerry usage, access to a single email account and Internet speed of up to 7.2 Mbps.

2.BlackBerry ‘Premium’ for AED 149 per month
Customers receive 1GB of BlackBerry usage and 5MB of roaming usage per month. With Internet access speed of 14.4 Mbps, this package supports streaming web sites such as You Tube. The BlackBerry ‘Premium’ package also allows users to configure up to 10 email accounts.

Customers subscribed to the Blackberry Packages will enjoy access to their Facebook, Twitter and other social networking sites, download apps and games and chat using BBM and other Instant Messaging applications.

The new plans have distinct advantages over our previous BlackBerry packages which will make them popular with subscribers. They bring access to video streaming, higher speeds and lower prices. Data limits that have been set to achieve a balance between usage and rates.

Highlighting the benefits of the new packages, Matthew Willsher, our Chief Marketing Officer, said that Etisalat has designed the two new packages after comprehensive study and analysis of BlackBerry services usage trends in the country. The study also took note of customer suggestions and demands.

The study concluded that 60% of the Unlimited Packages’ subscribers consume about 150 MB per month, and that 90% do not exceed 500 MB usage per month. Therefore, while a vast majority of BlackBerry unlimited packages’ subscribers pay for unlimited data packages, only 5% of the consumers use this large amount of data. In order to achieve fairness between usage and monthly subscription fees, the new BlackBerry packages have been designed to provide subscribers with data that they actually need, and at monthly fees equivalent to the data size. Overall, the smaller data usage fee is far lower than fees of unlimited packages that are bring optimally utilized by less than 5% of the total number of subscribers.

The new plans also meet subscribers’ needs for higher speeds. Our previous BlackBerry packages provided access speeds of up to 2 MBps while the two new packages provide speeds of up to 7.2 MBps in the “Basic” package and up to 14.4 MBps for “Premium” package subscribers. These increased speeds will enhance customers’ experience at lower costs.

Subscribers who had not upgraded their subscription to international packages before leaving for a trip, often complained about high usage fees that resulted from using (local) BlackBerry services while travelling. The new BlackBery “Premium” package (for local usage) provides subscribers with 5MB of data for international use. This will help customers avoid bill shocks if they forget to upgrade their packages to international data packages before travelling abroad.

The new “Premium” package also provides access to video streaming websites. This was not available with the previous BlackBerry packages. To facilitate this feature the size of data usage has been limited, bringing it to the same level as our iPhone packages. Our most popular iPhone packages provide 1 GB and the 500 MB of data and many subscribers find these meet their needs.

Willsher clarified that the two new packages will replace the Domestic Limited and Unlimited package options for new customers. While the old domestic limited data package of 50MB was well received by customers, the new packages will prove to be more suited to subscribers’ needs. For instance, the new ‘Premium’ package offers four times higher data limit of 200MB at only AED9 extra per month. He indicated that unlimited local package’ subscribers can switch to any of these packages and benefit from the promotions offered on the device.

Existing domestic limited and unlimited package subscribers have not been moved to any of the new packages. Customers who choose to stay subscribed to their old packages can continue to do so.

Willsher also mentioned the heavy discounts on offer to post-paid customers who want to purchase the new BlackBerry Bold 9900. Postpaid customers can get the new BlackBerry Bold 9900 at half price for AED 1,299, on a 12-month contract with either of the two new packages. Alternatively MyPlan and MyBusiness Plan customers can purchase the device for as low as AED 299 with a 12-month contract for the MyPlan ‘Ultra’ package.

The BlackBerry Bold 9900 is the thinnest BlackBerry smartphone, yet at only 10.5mm it is the first to offer the perfect union of a high performance keyboard and touch display integrated within the iconic BlackBerry Bold design. Distinguished by its beautiful design, amazingly effective keyboard and brilliant touch display, the BlackBerry Bold 9900 is crafted with premium materials including a brushed stainless steel frame that puts the finishing touch on a truly outstanding smartphone.