UAE-based operator group Etisalat  has teamed up with app developer Ogle Middle East to roll out the Ogle application to its 100 million-plus mobile subscribers across the Middle East and Africa regions. The app uses augmented reality (AR) technology from platform developer Aurasma.

The app will allow Etisalat customers to access information such as videos, television commercials and discounts, and even win prizes, by ‘ogling’ a voucher. The app is available on iOS and Android smartphones and tablets.

“AR adds value by helping businesses to gain brand exposure, improve learning in education and expanding the entertainment experience for consumers,” said Khalifa Al Shamsi, Etisalat Group’s chief digital services officer. “Augmented reality has the potential to change the static advertising formats into a new level of interactivity between brands and customers.”

He added that Etisalat recently launched a mobile advertising service in the UAE, Saudi Arabia and Nigeria, which it is looking to combine with location-based services, couponing and mobile payments.