Page 21 - SAMENA Trends - May-June 2022

FEATURED SAMENA TRENDS

“etisalat by e&” Launched as the New Brand

Identity for Etisalat UAE, Reflecting Recent
e& Group Positioning

e& (formerly known as Etisalat Group)
unveiled “etisalat by e&” as the new brand
identity for 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 our UAE telecoms business will undergo experience and operational agility. As part
business growth, enabling the UAE’s Fiber in keeping with its aspirations to deliver of its new strategy, Etisalat UAE will grow
Household Penetration leadership since amidst a dynamic business landscape. core and digital services, by enriching
2016, maintaining market leadership in “With a progressive mindset for our brand consumers’ value propositions with digital
the UAE, constantly ranking as one of the and strategy, we will boost global customer services that cater for consumers’ new
most advanced mobile networks in the satisfaction, achieve synergies of scale, lifestyles and emerging demands beyond
world, providing premium connectivity expand our digital services and explore basic telecom services, including areas like
and supporting customers every step adjacent businesses. I am confident that gaming, health, and insurance. Moreover,
of the way through holistic digital- the refreshed brand identity of Etisalat Etisalat UAE will continue to act as the
first offerings. It continues to lead the UAE encapsulates the dynamism of our business trusted partner and advisor by
digitalisation conversation, driven by its journey ahead while remaining true to our enabling their connectivity and beyond
robust UAE strategy that envisages it to commitment to making a bigger difference connectivity requirements, which, in turn,
be the digital telco that is a customer than ever imagined.” Another exciting will accelerate the digital economy and
champion in a hyper-connected digital chapter for Etisalat UAE. Etisalat UAE pivot new, sustainable demand in future-
world. Commenting on the brand change in is on a mission to “Grow”, “Transform”, forward spaces like private networks,
the UAE, Hatem Dowidar, Group CEO of e&, and “Excel”. The technology leader autonomous vehicles, and AI. Superior
said: “The evolution of Etisalat UAE builds has embarked on a new journey that customer experience is a foundational
on the solid foundations of its success predicates upon a shift in operating model, block in Etisalat UAE’s transformation into
as the Group’s growth engine since 1976 which will support sustaining its leading a digital telco. The company will harness
and signals the imminent change that position, while enhancing digital customer the power of analytics to offer personalized
experiences across all digital and physical
channels. The step-change in experience
will be enabled by a radical simplification in
the operating model, which will power value
creation in a more efficient and innovative
manner. Masood M. Sharif Mahmood, CEO
of Etisalat UAE, said: “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. “For more than four
decades, we have been instrumental in
building bridges that connected people,
linking our past as a giant telco to becoming

21 MAY-JUNE 2022