- The development of the new brand builds on the success of Etisalat Emirates as the group’s growth engine over the decades
- The brand aligns with & e’s journey as a world leader in technology and digital investment
- The updated brand reflects its determination to continue its successful path and enhance value for subscribers, shareholders and investors in the context of implementing its transformation strategy.
& e (formerly known as “Etisalat Group”) introduced the updated corporate identity of “Etisalat Emirates” under the trademark “Etisalat by & e”, consistent with the group’s position and the identity of & e recently acquired in the context of its transformation. to a world-leading technology investment group that is digitally empowering communities.
This step comes at a time when the group continues to accelerate its digital leadership in line with its goals of investing in new markets and areas, and seizing acquisition opportunities and strategic partnerships.
Etisalat Emirates has always been one of the key factors in the growth of the group’s business, and since 2016 has been the key mediator behind the UAE’s global leadership in fiber optic home penetration, and has managed to maintain its leading position in the local market. , and is consistently ranked among the most mobile networks The world’s largest mobile provider, providing high-level communication services and customer support through its comprehensive digital offerings. The company continues to lead the digital transformation of its customers, based on its strategy for the local market, to be the preferred digital communications operator for customers in a digitally interconnected world.
Commenting on Etisalat’s new brand in the UAE, Hatem Dowidar, CEO of & e Group, said: “The launch of the updated brand for Etisalat Emirates builds on the strong foundations of its successes as an engine of growth for the group since 1976, and is an indication of the change his business is witnessing to keep pace with its ambitions to bring about further growth, in the light of a rapidly changing business landscape. ”
Dowidar added: “With a renewed approach to the & e Group’s strategy and branding, we will work to improve customer satisfaction, achieve scale business integration, expand our digital services and explore neighboring business opportunities. I am confident that the updated brand will express our dynamic journey towards digital acceptance, while maintaining our commitment to significant change beyond expectations. ”
A new stage in Etisalat Emirates’ journey
Etisalat Emirates, a pioneer in the technology sector, is embarking on a new phase in its development path to achieve growth, transformation and excellence, based on a business model that supports the sustainability of its leadership position, enhances digital customer experiences, and enhances operational flexibility .
As part of its strategy, Etisalat Emirates will work to develop its basic and digital services, enriching customer experiences through digital services that align with new lifestyles and growing needs coupled with traditional communications services, including games, health and insurance. Etisalat Emirates will also continue to play its role as a trusted partner for the business sector, by providing the latest connectivity and connectivity capabilities and more, leading to the accelerating pace of the digital economy, and the sustainable demand for more stimulates advanced fields, such as e.g. private networks, autonomous vehicles and artificial intelligence.
Customer service excellence remains a cornerstone of Etisalat Emirates’ transformation into a digital telecommunications operator. The company uses data analytics capabilities to provide customized experiences to customers across digital service channels and service centers. This paradigm shift in service experiences will be made possible by a total simplification of the business model that will help create added value in an innovative and efficient way.
For his part, Masoud M. Sherif Mahmoud, CEO of Etisalat Emirates: “Etisalat symbolizes our strong local roots of which we are proud, and we will continue to appreciate them as the brand begins a new chapter in its evolution. The telecommunications business was the main growth driver for our group, which continues its commitment to keep pace with the aspirations of the wise leadership in the UAE to be the world leader in telecommunications and technology indicators. ”
He added: “For more than four decades, Etisalat Emirates has played a major role in building bridges of communication between people, and now connects our past as a giant telecommunications company with our future as a comprehensive digital communications group. We developed brand ‘Etisalat by & e’ embodies the group’s latest slogan, which aligns our technological capabilities with our extensive experience in the telecommunications sector, and highlights the strong ambitions of our strategy. ”
He said: “While maintaining the rich communications legacy of the & e Group, our focus remains the same in the era of communications renaissance: improving customer value and making positive changes in their lives in the era of digitalization. We will build on our strong foundations to stay top of the list regionally and globally in various aspects of network excellence, ensure success in implementing the transformation strategy, consolidate our position in the digital communications sector and achieve harmony with our future. ambitions to be the best choice for customers, in a digitally connected world. “
Masoud added, “Human capital is the key asset in our transformation journey to a digital telecommunications operator, and we will continue to develop talent in technology and communications while encouraging a culture of innovation. Etisalat Emirates will be a beacon of technological leadership remains what serves society and bridges digital divides. ”
In the midst of the changes in the sector, and in the light of the achievements made so far, the “Etisalat by & e” brand will support the resilience and strength of the company’s performance in line with the Group’s efforts to explore possibilities and build a bright digital future.
Etisalat Group launched its new corporate identity from 23 February 2022 and aims through its strategy to accelerate growth through a flexible business model representing the group’s core business sectors. The telecommunications sector comes at the forefront of these sectors, as its operations are managed by Etisalat Emirates in the main market of & e, and by subsidiary companies for international operations, in order to ensure the maintenance of the group’s legacy in the telecommunications sector, and its strong telecommunications network, and doubling of the value provided to all customer segments. . To enhance the digital services of individual customers and enhance their digital lifestyle, & e life offers next-generation digital services technology through smart communication platforms in the fields of entertainment, retail and financial technology.
& e Enterprises focuses on maximizing value through robust cyber security, cloud computing, Internet of Things, and AI solutions, as well as the service of mega projects. & e Investment will focus its efforts on investment opportunities, acquisitions and the returns provided to shareholders to enhance its global presence.