e& (formerly known as Etisalat Group) today unveiled “Etisalat by e&” as the new brand identity for Etisalat UAE in line with the group’s recent positioning as the global technology and investment conglomerate that digitally empowers societies.
The brand evolution comes at a time when the group continues to accelerate its digitalization leadership in line with its objectives for exploring new geographies and adjacencies and pursuing strategic partnerships and acquisitions.
Etisalat UAE has been a key enabler of the group’s business growth, enabling the UAE’s Fiber Household Penetration leadership since 2016, and providing connectivity while supporting customers through holistic digital-first offerings. Etisalat Group changed its brand identity to e&, effective from 23 February 2022. Its strategy aims to accelerate growth with a business model representing the group’s business pillars.
Commenting on the brand change in the UAE, Hatem Dowidar, Group CEO of e&, said, “The evolution of Etisalat UAE builds on the solid foundations of its success as the group’s growth engine since 1976 and signals the imminent change that our UAE telecoms business will undergo in keeping with its aspirations to deliver amidst a dynamic business landscape.
“With a progressive mindset for our brand and strategy, we will boost global customer satisfaction, achieve synergies of scale, expand our digital services and explore adjacent businesses. I am confident that the refreshed brand identity of Etisalat UAE encapsulates the dynamism of our journey ahead while remaining true to our commitment to making a bigger difference than ever imagined.”
Etisalat UAE is on a mission to "Grow, Transform, and Excel." The journey includes a shift in the operating model, which will enhance digital customer experience and operational agility. As part of its new strategy, the telecom provider will grow core and digital services, by enriching consumers’ value propositions with digital services that cater to consumers’ new lifestyles and emerging demands beyond basic telecom services, including areas like gaming, health, and insurance. Moreover, Etisalat UAE will continue to broaden its connectivity which in turn, will accelerate the digital economy and pivot new, sustainable demand in future-forward spaces like private networks, autonomous vehicles, and AI.
The company will also harness the power of analytics to offer personalized experiences across all digital and physical channels. The step-change in experience will be enabled by a radical simplification in the operating model, which will power value creation in a more efficient and innovative manner.
Masood M. Sharif Mahmood, CEO of Etisalat UAE, said, “Etisalat symbolizes the strong homegrown roots that we are proud of and will continue to treasure as the brand embarks on a new chapter of evolution. Our telecoms business has been the growth engine behind our company as we stay committed to the aspirations of the UAE leadership to be a leading ICT and technology hub. For over four decades, we have been instrumental in building bridges that connected people, linking our past as a giant telco to becoming the digital telco of the future. Etisalat UAE’s refreshed brand identity as “Etisalat by e&” signifies our strong technological capabilities coupled with our extensive telco expertise and highlights our robust UAE strategy ambitions."
Mahmood further added, “As we uphold the e&’s rich telecoms heritage, our focus remains the same in this ‘connectivity renaissance’ era: maximize value for our customers and bring positive change to their lives in the age of digitalization. We will go from strength to strength by successfully executing our UAE strategy to boost our digital telco strength as well as better align with our goals and future aspirations as a customer champion in a hyper-connected world.”
e& enterprise focuses on maximizing value through its end-to-end solutions in cybersecurity, cloud, internet of things (IoT), and artificial intelligence (AI), as well as deploying mega projects. e& capital allows the group to focus its efforts on driving new mergers and acquisitions while maximizing shareholder value and strengthening its global presence.