Rubicon Group Holding is a digital production company who will create new educational and interactive content for Etisalat’s customers.

As a result of the joint venture, Etisalat’s customers will be able to enjoy exclusive games, cartoons and applications that they can download via their mobile, on TV or through the Internet.

The brand new content created and managed by Rubicon Group Holding, will be designed to aid learning and educate younger customers in an entertaining format, a concept known as edutainment. The first services will be presented before the end of 2010. It will be initially produced in Arabic and English and, following the commercial launch in the UAE will be expanded to Etisalat’s sister companies in the Kingdom of Saudi Arabia, Egypt, Pakistan, India, Sri Lanka and Sudan. In order to reach a broad audience the content will also be translated into French, Urdu and Hindi.

The deal is the first-of-its-kind in the region and is part of Etisalat’s growing commitment to educational, entertaining and immersive media content. As a part of the agreement the two companies will create a ‘Centre of Excellence’ in Abu Dhabi.

Training games and simulations are proven to help increase skills and improve knowledge retention in children. Parents are eager to expose their children to richer learning experiences and take every possible opportunity for improving their child’s educational development. This partnership will allow Etisalat’s customers to provide their children educational experiences while they play – using either mobile, TV or a PC.

Commenting on the partnership, Essa Al Haddad, Group Chief Marketing Officer, 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.’

Outlining the nature of the deal, Randa Ayoubi, CEO of Rubicon Group Holding said: ‘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.’