UAE’s e& unveils ‘etisalat by e&’ as new brand identity for its telecom pillar

By Arya M Nair, Official Reporter
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Etisalat by eand
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UAE-based e&, formerly known as Etisalat Group, has unveiled ‘etisalat by e&’, the new brand identity for its telecom pillar, 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, maintaining market leadership in the UAE, constantly ranking as one of the most advanced mobile networks in the world, providing premium connectivity and supporting customers every step of the way through holistic digital-first offerings.

It continues to lead the digitalization conversation, driven by its robust UAE strategy that envisages it to be the digital telco that is a customer champion in a hyper-connected digital world.

Hatem Dowidar
Hatem Dowidar
Group CEO – e&

“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.”

Mr. Masood M. Sharif Mahmood, CEO of Etisalat UAE, said that “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.”

Earlier this year, Etisalat Group changed its brand identity to e&. Its strategy aims to accelerate growth through the creation of a resilient business model representing the Group’s main business pillars such as telecom, e& life, e& enterprise, e& capital.

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