Following major upgrades to its design and functionality in April, the number of customers downloading the du application has doubled. In the month of June alone, the quantity of downloads and active users of the app increased by 37 percent. As well as helping customers save time paying bills and managing their services, the increased adoption of the app also aids in the reduction of queues at du retail stores and call centres.

Carlos Domingo, Senior Executive Officer, New Businesses and Innovation, du, said, "These flourishing figures act as a very distinct reminder of the demand for functioning digital services that place complete control in the hands of the customer in the UAE.

"Our aim is to give our valued customers a more convenient way of doing business with us, which is the reason that we're investing in our app. This is just the beginning, and it's fantastic to see such a positive response so early on."

du recently put its range of apps to the test with shoppers at Dubai Mall and Marina Mall Abu Dhabi. Of those surveyed, 9 out of 10 said they wouldn't go back to their old way of managing and paying for services after using the du app.

As the fastest growing telecommunications operator in the Middle East, du has invested heavily in its digital strategy to offer smarter, more convenient solutions to its customers. The du app is part of a growing portfolio of du's digital services, which now includes a new 'Pay With du' service, allowing customers to charge online content to their du bill, a joint digital wallet venture with Beam and a new online Wellness Hub offering discounted health services and activities.