From tourist eSIMs to fibre-to-the-room, e& on its latest UAE offerings

Khaled ElKhouly, chief consumer officer at e& UAE

Telecoms provider, e& UAE, had one of the bigger presences at this year’s GITEX 2024 tech showpiece in Dubai.

In this Q&A interview, Khaled ElKhouly, chief consumer officer at e& UAE, speaks about his company’s presence at GITEX 2024, as well as providing insight into the products they have launched in the market. 

What are the most notable technology solutions e& UAE has presented at GITEX 2024? 

e& UAE’s participation in the GITEX Global 2024 presents a unique opportunity to highlight the importance of technology and showcase our latest technological solutions and services to a wide audience. Additionally, participating in such a significant global event enhances the company’s reputation and increases brand awareness, boosting demand for our services. GITEX also serves as an ideal platform for collaborating with various partners to elevate our customers’ digital experiences and solutions and help shape the digital future. 

For example, at our pavilion, we are displaying the region’s first AI-powered interactive smart home model. This advanced model demonstrates AI capabilities that anticipate user needs and adapt accordingly by learning and understanding personal preferences and habits, as well as reading users’ health indicators. The home environment is then adjusted to provide a comfortable and personalised atmosphere, simplifying daily tasks and enhancing both safety and comfort within the home. 

GITEX attendees were invited to experience an immersive journey through the AI-powered smart home, encompassing five interactive zones and over 80 smart devices, including sensor-controlled lighting, smart displays, and brainwave readers. Visitors will gain insight into how AI creates tailored environments for work, relaxation, entertainment, and more. 

READ MORE: AWS, e& sign over $1bn deal to drive cloud, AI growth in region

What is the significance of the new visitor lines service, and how many subscribers has it attracted? 

e& UAE has successfully launched eSIM visitor lines across the UAE. This innovative solution enables visitors to activate their complimentary eSIM upon passing through passport control at the airport. This allows immediate internet access by scanning a QR code and completing identity verification via facial recognition technology. 

Given its role in enhancing the visitor experience and supporting the UAE’s tourism sector, this service is actively promoted through outdoor advertisements, including billboards at airports, shopping malls, and metro stations, as well as on digital platforms and social media. The service has benefitted tourists from various nationalities with this innovative solution and particularly appreciating the convenience of the activation process.  

The self-activating visitor eSIM marks a significant milestone in our digital transformation journey, reaffirming our commitment to innovation and prioritising customer convenience. As the UAE continues its efforts to become a leading global tourist destination, this new initiative will set new standards in the telecommunications sector.  

What is the current user base for the Smiles and Five App applications? 

The Smiles app, one of the most comprehensive in the UAE, has surpassed 5 million subscribers. It enables users to earn and redeem points through everyday activities such as shopping, ordering food, and booking home services, supported by a vast network of 15,000 restaurants and stores and 6,500 brands across the UAE. Exclusive offerings, such as the Smiles Unlimited subscription, include free delivery and “buy one, get one free” deals, allowing customers to save monthly and earn rewards. 

As for the Five App, its current user base stands at approximately 200,000 active monthly users. This app provides exclusive, tailored deals for residents in worker housing communities, offering unlimited data within their accommodations and 30 GB of data for use across the country for Dhs60 per month, ensuring they remain connected wherever they go. 

The Five App demonstrates our commitment to enhancing customer experiences and enabling connectivity across all segments, aligning with our goal of connecting communities. This app provides a tailored solution for workers, allowing them to easily recharge accounts, check balances, subscribe to minutes and data bundles, and manage their accounts efficiently. It also offers convenient payment options and quick updates for services and packages.  

What are the recent updates and current user statistics for the GoChat app? 

e& UAE is actively working on enhancing the GoChat app, adding advanced features, and improving the customer experience. Our goal is to expand the app’s available services to meet the evolving needs of users and provide innovative, reliable communication solutions. As one of the leading apps in its category, GoChat delivers a seamless and secure messaging experience within an advanced technological framework. It has reached 10 million downloads worldwide and ranks as the top communication app in the UAE. We anticipate continued growth as we introduce new features to boost user engagement and attract more users by the end of 2024. 

In addition to free voice and video calls, GoChat offers a comprehensive suite of services, including international money transfers, bill payments, rewards, news updates, free games, and more – all designed to enrich the user experience. 

What new services is e& UAE offering to individuals across different sectors? 

As part of our commitment to enhancing user experiences in the retail sector through AI, e& UAE has launched its second AI-powered EASE self-service store at Dubai Mall. This innovative concept reinforces our leadership in the future of retail by delivering a seamless shopping experience that saves customers time and effort. Building on the success of our first self-service telecom store at the Al Kifaf building in Dubai, the new EASE store introduces advanced customer experience standards, leveraging machine learning, facial recognition for purchasing, smart shelves, virtual assistants, and intelligent vending and replacement machines. Unique features include FastPass, enabling customers to prepay via the EASE platform within the e& app, and facial recognition for visitor line activation. 

e& UAE has further strengthened its support for digital education through its innovative AI-powered platform – GoLearning. This e-learning platform redefines the concept and future of learning, offering over 10,000 accredited training courses, including more than 4,000 free courses focused on professional and personal development, providing limitless opportunities for learning and growth. To achieve this, e& UAE has partnered with leading educational institutions worldwide, such as Coursera, edX, and Busuu. By offering diverse educational courses explicitly designed for children, the platform ensures that rich educational resources are accessible to learners of all ages. The launch of the comprehensive GoLearning platform is rooted in our commitment to delivering a global, innovative service that meets our customers’ evolving needs. This platform aims to bridge the e-learning gap, enabling learners to access a broad selection of educational courses through a single AI-driven platform. 

To enhance users’ home internet experiences, e& UAE launched two new eLife fibre packages earlier this year, offering speeds of 5Gbps and 10Gbps. These packages deliver ultra-fast connection speeds, reflecting our commitment to developing customer experiences and meeting their needs in the best possible way. In addition, to improve connectivity, e& UAE has introduced the Fibre to the Room (FTTR) service, providing high-speed internet and enhanced wireless coverage in homes. This new service addresses the challenges of inconsistent wireless coverage and speed in larger residential spaces, including apartments and villas, to better meet customers’ requirements. The Fibre to the Room service is also ideal for smart homes, gamers, and entrepreneurs who rely on technology for their work, as it offers high-speed internet with minimal response time, ensuring optimal performance. 

e& UAE has taken its first steps into the digital health sector by launching the GoWell fitness and wellness platform, designed to help subscribers achieve their health and fitness goals through various rewards and cashback vouchers. GoWell enables customers to set personalised fitness goals based on their health profile, track activity progress through integration with multiple health devices and apps, and earn valuable rewards for reaching these goals.  

How would you assess the performance of the Easy Insurance platform, for car, health, travel, and personal cyber insurance?  

Easy Insurance has performed well following the addition of travel and cyber insurance services to its core offerings. Awareness of the importance of travel insurance is rising among both tourists visiting the UAE and residents travelling abroad, thanks to comprehensive coverage at highly competitive prices, making it an appealing choice for all types of travellers. 

As part of our commitment to social responsibility, we are proud to be the first to offer cyber insurance in the UAE. To enhance accessibility, we provide flexible monthly instalment plans and special offers for this service, ensuring that all our customers can easily access protection against cyber threats. 

What is the user base of the elGrocer shopping delivery platform? 

Since integrating elGrocer with the Smiles app, over 226,000 transactions have been completed on the platform, reflecting its rapid growth in usage and rising popularity among our customers. At e& UAE, we are committed to delivering integrated smart solutions to individuals in their homes through the development and use of advanced digital technologies and platforms.  

elGrocer is an online grocery marketplace operating across the UAE, uniting major retailers and speciality stores on a single platform. Through this ecosystem, we are contributing to positioning the UAE as one of the most advanced countries in online shopping and e-commerce.  

Additionally, ServiceMarket is expanding its digital services on the Smiles platform, providing customers a wide range of daily digital services.