The-Emirates Integrated Telecommunication Company, du, has extended the deadline for SIM Card registration till January 17, 2013, a statement from the company said. \"In light of the Telecommunications Regulatory Authority (TRA)\'s decision with regards to the extension of \"My Number My Identity\" campaign, we welcome the extension granted and are pleased to extend the registration period for the first batch of our customers which was supposed to expire on 16 October, by a period of 3 months until 17 January 2013,\" it said. \"We believe an extended time frame will enable all those customers in the first batch who have been invited but not yet done so to register their lines. In parallel, the following batch of customers are also being notified and for them the last date of registration would also be 17 January 2013. We encourage our customers who receive our notification SMS only to visit any of our 45 du shops or dedicated 250 partner locations across the UAE - these are Axiom, Jumbo, Jacky\'s, Eros, plugins, E-max, fono, One Mobile, Compu Me and Sharaf DG. To assure prompt attention and to avoid long queues, we request our customers who did not receive any SMS notifications from us not to proceed to register until they receive one,\" the statement added.