Du has launched a new 24 megabit per second (Mbps) broadband service for residents of Dubai.
When the new service rolls out, all existing customers will receive a free automatic upgrade which will effectively double the speed of their internet.
This means that those originally on a 12 Mbps connection will now receive a 24 Mbps service at no extra cost.
"We pride ourselves in product and service innovation and our latest launch is a result of our continuous efforts to bring the very best available in broadband internet," said executive vice-president of commercial operations at Du Farid Faraidooni.
The new service is the fastest residential connection available in the Middle East, news which may be enticing to those who are considering investing in property for sale in Dubai.
Du has also this week launched its new One World, One Rate promotion, offering a flat per-minute rate for roaming customers.