Etisalat UAE's new brand identity revealed
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Etisalat UAE’s new brand identity revealed

Etisalat UAE’s new brand identity revealed

The brand identity is in line with the group’s positioning as a technology and investment conglomerate

Etisalat UAE brand identity

Telecom giant e& (formerly known as Etisalat Group) has unveiled ‘etisalat by e&’ as the new brand identity for Etisalat UAE.

The new identity is in line with the group’s recent positioning as a global technology and investment conglomerate.

Read: UAE telecom major Etisalat Group rebrands as e&

Etisalat UAE has been a key enabler of the group’s business growth and continues to lead the digitalisation conversation, driven by its UAE strategy.

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.”

As part of its new strategy, Etisalat UAE will grow core and digital services, enriching consumers’ value propositions with digital services that cater for their lifestyles and emerging demands beyond basic telecom services, including areas like gaming, health, and insurance. Moreover, it will continue to enable their connectivity and beyond connectivity requirements to accelerate the digital economy and pivot demand in areas such as private networks, autonomous vehicles, and AI. The company will leverage analytics to offer personalised experiences across all digital and physical channels, a statement said.

Masood M. Sharif Mahmood, CEO of Etisalat UAE, said: “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 more than 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.

Etisalat Group has changed its brand identity to e&, effective February 23, 2022. Its strategy aims to accelerate growth through the creation of a business model representing the group’s main business pillars. The telecoms business currently continues to be led by Etisalat UAE in e&’s home market and by existing subsidiaries for international operations.

first lifestyle, e& life brings next-generation technologies through smart connectivity platforms in entertainment, retail and financial technology. e& enterprise focuses on maximising value through its end-to-end solutions in cybersecurity, cloud, Internet of Things (IoT) and AI. e& capital allows the group to focus its efforts on driving new mergers and acquisitions while maximising shareholder value and strengthening global presence.

e& reported that its consolidated revenues rose by 0.8 per cent to Dhs13.3bn in the first quarter of the year, with consolidated net profit increasing to Dhs2.4bn, a year-over-year increase of 3.6 per cent.

Read more: UAE’s e& reports net profit of Dhs2.4bn in Q1 2022

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