UAE telecom major Etisalat Group rebrands as e&

The UAE’s first and biggest telecom services provider, Etisalat Group, has launched a new brand identity called e&.

Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the UAE and Minister of Presidential Affairs, launched the new branding on February 23.

“The transformation of e& from a telecom company founded more than four decades ago in the UAE into a global influence in digitalisation highlights its role in upholding the UAE’s sustainable economic development and diversification plans,” said Sheikh Mansour.

As part of its strategy, e& will enhance customer experiences across all segments by ideating, designing, and delivering a range of innovative and breakthrough technologies. This strategy is aimed at accelerating growth through the creation of a resilient business model that is representing the group’s main business pillars.

We’re part of @etisalatAnd the global technology and investment group drawn to the future and the limitless possibilities we see in it.
#eAnd #etisalatAnd #MakePossible pic.twitter.com/BfCoE5MSJn

— اتصالات الإمارات (@etisalat) February 23, 2022

Telecom will retain the previous branding identity in the UAE and internationally. The group was recently named the strongest telecom brand in the world for 2022 in Brand Finance’s Global 500 – 2022 report. It will expand into new geographic markets while continuing to drive operational performance in the 16 markets where it operates.

e& has also announced the establishment of its consumer digital and enterprise digital business units.

Its division e& life is focused on delivering next-generation technologies and digital experiences to customers through smart connectivity platforms in entertainment, retail and financial services.

e& enterprise meanwhile will be the driving force behind the digital transformation of governments, corporates and enterprises. It will deploy its solutions in cybersecurity, cloud, internet of things and artificial intelligence across major projects.

e& capital will serve as a growth driver for the group, as it drives new acquisitions and mergers.

“This is a milestone in the history of the group, and a new era where we reaffirm our commitment to deliver outstanding customer experiences and maximise value for our shareholders. To ensure that the next chapter of our journey is a success, we made the decision to realign our business model so that we can stay agile and fit for the future,” says Jassem Mohamed Bu Ataba Alzaabi, chairman of e&.

Earlier this month, Etisalat Group said that its consolidated revenue for fiscal year 2021 amounted to Dhs53.34bn, up 3.2 per cent year-on-year. It attributed that growth to increased demand for data connectivity and digital services.

In a statement submitted to Abu Dhabi Securities Exchange disclosing its unaudited preliminary results, the telecom operator additionally attributed the growth to its international operations as well as steady improvement in domestic operations. Etisalat Group’s consolidated profit amounted to Dhs9.3bn, representing a year-on-year increase of 3.2 per cent.