Page 22 - SAMENA Trends - May-June 2022

FEATURED SAMENA TRENDS

is set to stay agile and resilient in line with
the Group’s mission to explore limitless
possibilities for a bright, digital future.
Etisalat Group has changed its brand
identity to e&, effective from 23 February
2022. Its strategy aims to accelerate
growth through the creation of a resilient
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, upholding the Group’s rich
telecoms heritage, bolstering the strong
telecoms network and maximizing value for
the Group’s various customer segments.
Ramping up the digital services for
individual customers to elevate their digital-
first lifestyle, e& life brings next-generation
technologies through smart connectivity
the digital telco of the future. Etisalat strength as well as better align with our platforms in entertainment, retail and
UAE’s refreshed brand identity as “etisalat goals and future aspirations as a customer financial technology. To enable the digital
by e&” signifies our strong technological champion in a hyper- connected world.” transformation of governments, large-scale
capabilities coupled with our extensive telco CEO of Etisalat UAE added: “Human capital enterprises and corporates, e& enterprise
expertise, and highlights our robust UAE is the main asset in our transformation; we focuses on maximizing value through
strategy ambitions. “As we uphold the e&’s will continue to drive talent development in its end-to-end solutions in cybersecurity,
rich telecoms heritage, our focus remains the ICT sector while promoting a culture of cloud, Internet of Things (IoT) and Artificial
the same in this ‘connectivity renaissance’ innovation bravery. Etisalat UAE will remain Intelligence (AI), as well as deploying mega
era: maximize value for our customers and the factory of technological leadership that projects. e& capital allows the Group to
bring positive change to their lives in the age serves the wider community and bridges focus its efforts on driving new mergers and
of digitalization. We will go from strength the digital divide.” Regardless of dynamic acquisitions while maximizing shareholder
to strength by successfully executing our changes in the industry and in keeping with value and strengthening global presence.
UAE strategy to boost our digital telco several achievements thus far, Etisalat UAE

22 MAY-JUNE 2022