The Service was introduced in partnership between Etisalat and EMS. The new offering provides Etisalat Nigeria BlackBerry Smartphone users the access to a wide array of locally relevant contents. Users can now discover, download and enjoy a wide array of mobile applications for their BlackBerry Smartphone in a variety of categories including entertainment, games, social networking, news, weather and productivity. Among “Etisalat Nigeria” many first historic services in Nigeria and Africa, this new service offering aims also to encourage Young Nigerian apps developers to design stellar and innovative apps that enhance users experience and at the same time nourishes local talent and creating commercial opportunities for them. Essa Al Haddad, Etisalat Group Chief Marketing Officer said “we are delighted to introduce first in Sub-Saharan Africa Operator Branded Apps store. The elevated demand for BlackBerry apps in Africa is behind this move besides, our continuous commitment to Nigeria and the Nigeria’s Applications developer’s to bring the latest in technology and applications to the market. We look forward to seeing rich catalog of personal and business oriented apps produced in Nigeria.”