New Identity: UAE’s Etisalat Group is now ‘e&’

By Arya M Nair, Official Reporter
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UAE-based multinational telecom services operator, Etisalat Group, has been rebranded as ‘e&’, marking the Group’s transformation ambitions to a global technology and investment conglomerate.

This new identity was launched by His Highness Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the United Arab Emirates and Minister of Presidential Affairs.

HH Sheikh Mansour emphasized the importance of capitalizing on opportunities that the fast-evolving business landscape continues to present in the age of technological disruption and also commended the efforts of e& in devising a more progressive business model that sustains its hypserscaling ambitions, promotes new ventures and partnerships, and maximizes value across its operations.

This new strategy is aimed at accelerating growth through the creation of a resilient business model that is representing the Group’s main business pillars.


Telecom will retain the previous branding identity while upholding the Group’s rich telecoms heritage, bolstering the Group’s strong telecoms infrastructure and maximizing value for its customer segments, in the UAE and internationally. In addition, it will expand into new geographic markets while continuing to drive operational performance in the 16 markets where it operates.

e& life

This service is focused on enhancing customer satisfaction. The business pillar has already made robust plans to deliver next-generation technologies and digital experiences that will bring the world to the customers’ fingertips through smart connectivity platforms in entertainment, retail and financial services.

e& enterprise

This pillar will be the driving force behind the digital transformation of governments, corporates and enterprises. Through its breakthrough technology solutions in cybersecurity, cloud, Internet of Things (IoT) and Artificial Intelligence (AI), as well as deploying mega projects, e& enterprise will create real business value as it continues to leverage on its expertise as a digital managed company having the strength and reach of a globally trusted partner.

e& capital

This will act as a pillar for growth for the Group as it drives new acquisitions and mergers in line with its vision for investing in ideas that make the future.

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