MobileCom has launched its Yalla WAP service, marking the first full Arabic Wireless Application Protocol (WAP) service to be fully developed in-house for Arab users in a move to help boost the adoption of text-based GSM services in Jordan.

Yalla is being offered to all MobileCom subscribers, free of connection fees and monthly subscription charges and at drastically reduced rates, in Arabic and English, the company said.

"We are very excited to be the first operator in the Middle East to offer a full Arabic WAP service through MobileCom's Yalla portal. The service was completely developed in-house by our technical and marketing professionals," said Jean-Luc Vuillemin, CEO of MobileCom.

High quality content is now playing a pivotal role in the adoption of mobile data services across Europe and has helped mobile users get added value out of their GSM service offering. By providing customers with a cost-effective data service through their GSM handsets in Arabic, customers are empowered, he said.