What's in a name, you ask?
A lot for those who identify themselves as residents of the Tecom community in Al Barsha; or should we say former residents.
According to the parent company, Tecom Group, the residential and commercial neighbourhood known as Tecom will now be called Barsha Heights.
Adverts announcing the same state: ‘Formerly known as Tecom, Barsha Heights is a vibrant community rich in entertainment and urban living’.
The community’s neighbour across Sheikh Zayed Road also gets its own new name in the form of Sufouh Gardens, which Tecom Group describes as one of Dubai’s ‘best kept secrets’.
This former nameless neighbourhood next to Gems Wellington International School extends from Fraser Suites Hotel Dubai, up until Acacia Avenues, according to the map provided.
While further details on the change in identity is awaited, an official confirmed with Emirates 24|7 the Sufouh Gardens district would extend from the area called Site C, which was previously an extension of Tecom, to Site B, which earlier had no identifiable name.
The new identities have been introduced coinciding with the recent formation of Tecom Community Management, which serves as an independent entity created to manage, maintain and enhance all of Tecom Group’s communities across Dubai.
Meanwhile, social media erupted with its usual enthusiasm, with Anthony Permal tweeting: “Dubai's Tecom area is now renamed as Barsha Heights. I, for one, welcome it.”
Nicola Ellegaard tweeted: “You know, it will actually make more sense now when it comes to explaining the location. So many people here have never heard of Tecom.”
Resident Diya Pandit said: “Barsha Heights sounds a lot more fancy, even upscale. I like it.”
Another resident, Rabie Bashir said: “I think the name identifies with the district aptly; especially for those who don’t know their way around Dubai as yet and may not understand where Tecom is but would know the general direction of Al Barsha.
"But this is bound to cause some confusion in the next few taxi rides."