JEDDAH, 20 May 2006 — O2, a major provider of premium mobile data devices in Asia Pacific, has introduced its first PDA-phone in Saudi Arabia — the Xda Atom, “a device so eye-catching it is guaranteed to turn heads wherever it goes.”

Small, light, fast and powerful, the new phone is described as the world’s smallest multimedia PDA-phone. Aside from Saudi Arabia, the phone is available in other GCC countries — the UAE, Kuwait and Bahrain.

O2 has appointed S2 to distribute its devices and provide quality after-sales care and support in the Kingdom. The Saudi-based company was selected for its wide distribution network, focus, industry experience and passion for the O2 brand.

“O2 is already recognized as a market and industry leader in Europe and Asia Pacific. In Europe, we’re an established mobile network operator with over 35 million mobile customers, and we’ve also accomplished a lot since we started the device business in Asia Pacific three years ago,” Mark Billington, CEO, O2 Asia Pacific, said at the launch of the phone in Jeddah on Tuesday.

“When O2 launched its first device, the O2 Xda, we essentially created the mobile converged devices category, and we’ve been a market leader in the industry ever since,” he said, adding that the Kingdom holds huge potential for us.

“Our ambition is to continue to offer leading-edge PDA-phones to every mobile phone user today in the GCC as well as the mobile community of tomorrow, starting with the Xda Atom. This device offers all the latest digital innovations. It is exclusive to the O2 brand, carries our unique O2 signature and meets the promise to our customers.” Billington added.

Asked about the competition in the GCC, Chia Eng Keat, VP Sales North Asia and Middle East, said, “We aim to be number one. And we aim to get to that position fast.”