Page 29 - SAMENA Trends - May-June 2022

REGIONAL & MEMBERS UPDATES SAMENA TRENDS

Etisalat UAE (now "etisalat by e&”) to Sustain Leadership as a Digital Telco

Resilient in the Future Hyper-Connected World

renaissance’ the 5G network will enable
us to take advantage of the limitless
possibilities that we can imagine, innovate
and implement ideas that will drive smart
connectivity and maximize value creation
for our customers in all segments. The
two-day event includes other speakers
from Etisalat UAE and e&. Khalid Murshed,
Chief Technology and Information Officer,
Etisalat UAE spoke about embracing
transformation to support an agile,
scalable modern telco business; Ali Amiri,
Group Chief Carrier & Wholesale Officer, e&,
highlighted the evolution of the wholesale
business and rethinking international
wholesale strategies and Rashid Ali Al
Ali, Vice President, International Sales,
e& shared insights on how the future of
gaming and metaverse will shape the
wholesale business. 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
Etisalat UAE, the telecom pillar of e& in the as a digital telco by focusing on our core operate led by Etisalat UAE in e&’s home
UAE, aims to sustain leadership as a digital while at the same time curating digital market and by existing subsidiaries for
telco and is already making great strides experiences that maximize engagement. international operations, upholding the
towards remaining resilient in the future During our transformation into a telecom Group’s rich telecoms heritage, bolstering
hyper-connected world by transforming orchestrator, we remained laser-focused the strong telecoms network and
its technology model and excelling in on customer centricity, digitalization, and maximizing value for the Group’s various
customer and employee experience, creating synergies across our businesses,” customer segments. Ramping up the digital
said Masood M. Sharif Mahmood, CEO, Mahmood added during his keynote services for individual customers to elevate
Etisalat UAE. Mahmood shared his insights presentation. Telcos need to evolve into their digital-first lifestyle, e& life brings next-
during his keynote ‘Reframing the future multi-sector digital service providers to generation technologies through smart
for telcos: unlocking growth through an maximize their share in the value chain. connectivity platforms in entertainment,
accelerated reinvention in the digital age’ This entails rejuvenating the core and retail and financial technology. To enable
at the ongoing Telecoms World Middle enabling next-generation verticals and the digital transformation of governments,
East 2022 conference. Held in Dubai, the digital experiences. We have started this large-scale enterprises and corporates,
event gathered leading stakeholders from ambitious journey to ensure sustained e& enterprise focuses on maximizing
across the telco ecosystem to collaborate value creation by building new capabilities value through its end-to-end solutions in
and share insights on how to thrive in the across AI and digital to thrive in an cybersecurity, cloud, Internet of Things
future multi-faceted digital environment. increasingly competitive and ever-changing (IoT) and Artificial Intelligence (AI), as well
“The evolution in the telecom sector market environment.” He also highlighted as deploying mega projects. e& capital
is all about conquering crossroads by how the telecom industry's challenges allows the Group to focus its efforts on
showcasing resilience. The industry during the last decade encouraged telcos driving new mergers and acquisitions
has continuously adapted in the face of to find new opportunities and transition while maximizing shareholder value and
disruption, adjusting to endure and grow in more and more towards techcos, driving strengthening global presence.
a drastically evolving ecosystem. At Etisalat digital transformation for their networks
UAE, we have continued this leadership and services. In the era of ‘connectivity

29 MAY-JUNE 2022