du & Etisalat Affiliate Channel Partnership
du & Etisalat — UAE Telecom Operators
Bricksense operates as an authorised affiliate channel partner for du and Etisalat, the UAE's two national telecom operators, selling home and mobile internet plans through digital and field channels. What began as a small pilot has grown over two years into a dedicated 50-plus-person sales and marketing operation — and earned Bricksense the Affiliate Partner of the Year award from du.
The Challenge
Telecom affiliate channels are crowded and tightly measured. Each operator works with many partners at once and ranks them on activation volume, order quality, and how well the customers they bring in stay connected. Standing out means beating other partners on the exact metrics du and Etisalat track, month after month.
Selling connectivity in the UAE means serving very different buyers at once — new residents setting up a home, businesses in the free zones, and price-sensitive users comparing plans online — across both Arabic and English, and across web forms and in-person visits.
The hardest part is scaling without losing quality. Adding sales staff usually means more mis-sells, more cancellations, and a lower partner score. The channel had to grow headcount and volume while keeping activation quality high enough to protect — and improve — the partner ranking.
Our Approach
A dedicated channel team
Bricksense recruited, trained, and now manages a 50-plus-person sales and marketing team working solely on the du and Etisalat channels, structured into online sales, field sales, and customer support pods.
A performance-marketing engine
Paid search, paid social, and plan-comparison landing pages in Arabic and English generate qualified enquiries, with every lead tracked from first click through to a confirmed activation.
A quality-first sales process
Scripted qualification, eligibility and address checks before submission, and a QA review on every order keep activation quality and retention high — the numbers that decide a partner's standing with the operator.
Weekly alignment with the operators
The team runs to du and Etisalat targets and reporting cycles, reviewing activation volume, order quality, and cancellation rates against partner benchmarks every week and adjusting spend and staffing accordingly.
The Solution
Bricksense runs the affiliate channel end to end: demand generation, sales, order submission, and post-sale support, delivered by a managed team of more than 50 people. A customer can buy a du or Etisalat plan entirely online or book a field visit, in the language they prefer, and the same team handles everything through to activation.
Because every order passes an eligibility and QA check before it reaches the operator, activation quality holds up as volume grows. That combination — high volume and high quality — is what has kept Bricksense at the top of du's partner rankings and driven exponential growth in monthly plan sales over the two years the programme has been running.
What We Delivered
- A managed 50+ person sales and marketing operation spanning online and field channels
- Arabic and English performance-marketing campaigns and landing pages for du and Etisalat internet plans
- End-to-end click-to-activation tracking and partner-facing reporting
- A quality-assurance process applied to every submitted order
- Ongoing account management aligned to du and Etisalat targets and reporting cycles
- Recruitment, onboarding, and continuous training for the channel sales team
The Results
The partnership has run for more than two years and continues today. Monthly plan sales have grown exponentially over that period as the team, the campaigns, and the QA process matured together.
du named Bricksense its Affiliate Partner of the Year — the recognition given to the channel partner delivering the strongest combination of activation volume, order quality, and customer retention across the year.
The channel now sustains a permanent team of more than 50 sales and marketing staff overseeing the programme day to day, and remains one of Bricksense's flagship engagements.
It started as a small pilot and grew into a 50-plus-person operation and Partner of the Year. The discipline is all in order quality — get that right, and the volume and the ranking follow.