Rubicon & Etisalat Partner for Educational Content

ABU DHABI: Rubicon Group Holding and Etisalat have entered into a joint venture to provide educational entertainment services across the UAE, Saudi Arabia, Egypt, Pakistan, India, Sri Lanka and Sudan.

The new content created and managed by Rubicon Group Holding for Etisalat’s customers will be designed to aid learning and educate young customers in an entertaining format. The first services will be presented before the end of the year. It will be initially produced in Arabic and English. Following the commercial launch in the UAE, the content will be expanded to Etisalat’s sister companies in Saudi Arabia, Egypt, Pakistan, India, Sri Lanka and Sudan. The projects will then be translated into French, Urdu and Hindi.

Etisalat’s customers will be able to access the educational materials using either mobile, TV or a PC.

Essa Al Haddad, the group chief marketing officer at Etisalat, said: “The idea that learning can be fun, and that fun activities can promote learning, has spawned a new world of services—edutainment. This will be the first time an operator provides such a comprehensive suite of edutainment services and content, and we are delighted that Etisalat’s customers across the Middle East, Asia and Africa will be the first to enjoy them.”

Randa S. Ayoubi, the CEO at Rubicon Group Holding, added: “We believe education should not be confined to the classroom and together with Etisalat, we will create content that makes learning interactive, convenient and most importantly—fun. Our edutainment service will adhere to international standards and enhance the curriculums of the respective countries by offering an engaging learning experience. In this respect, it is a unique initiative for the region and testament to Etisalat and its commitment to e-education.”