Etisalat, the UAE's largest telecom operator, on Sunday changed its network name to 'UAE READS' to mark the National Month of Reading, a countrywide initiative aimed at establishing reading as an integral part the lifestyles of the people in the UAE.
The National Month of Reading sets the month of March of each year as a reading month, with the aim of promoting a culture of reading among the different segments of society.
Earlier, the UAE launched the National Strategy for Reading 2016-2026, which aims to integrate reading into the lifestyle of the UAE society by 2026 by focusing on fostering a culture of reading within households, students and employees. It includes 30 key national trends in the education, health, culture, community development, media and content sectors.
Source: https://www.khaleejtimes.com/technology/uae-mobile-network-changes-name-to-mark-special-month