A series of parties were held across the region in September to celebrate the relaunch of Kuwait-based mobile phone operator MTC as Zain. In Sudan, the celebrations were happy and raucous. The live satellite link from Kuwait showed regimented groups of dignatories in their dishdashes staring impassively at a stage. The Jordanian party was more relaxed while the Bahrainis were entertained by a fireworks display. If the relaunch of the telecoms operator was intended to show how far the company had come from its origins in Kuwait, it succeeded.