Page 34 - SAMENA Trends - September-October 2022

REGIONAL & MEMBERS UPDATES SAMENA TRENDS

e& Ventures into the Metaverse with ‘e& Universe’ and Two Use Cases at
GITEX Global 2022

e&, formerly known as Etisalat Group, is
set to enthrall stand goers at GITEX Glob-
al 2022 by inviting them to enter the next
digital universe with the soft launch of their
virtual world, e& universe. This move marks
a significant achievement in the Group’s
transformation journey to a global tech-
nology and investment conglomerate, as
it takes its first steps into the metaverse.
Making its debut at GITEX Global 2022, one
of the region’s largest technology exhibi-
tions and conferences, e& universe will vir-
tually welcome visitors, empowering them
to traverse the virtual and physical worlds,
profoundly changing the way they interact.
Alongside e& universe are two use cas- efits of the metaverse, the Group is working visitors to enjoy the exclusive e& NFT ex-
es, Metaverse Service and etisalat by e&, closely with its partners to develop it as the hibition alongside special artworks by in-
aimed to give visitors varied experiences platform where audiences can interact in ternational artists, listen to famous K-pop
in art, music, entertainment and a glimpse unique ways. Developed in partnership with music, poems, and various entertainment
into digital retail of the future. The UAE has HTC, the leading manufacturer of virtual re- shows through the platform’s virtual and
made great strides in the metaverse arena ality and mobile devices, e& universe will be augmented reality technologies. After se-
and this latest launch from e& highlights its hosted virtually on Mars. The specific Mars lecting from one of six locally-designed
commitment to the vision of the leadership spot is Arcadia Planitia, a vital location that avatars, visitors will also journey through
in enhancing the country’s position as its is considered the most suitable for future the metaverse with Emirati actor, producer,
stands at the forefront of global ICT indus- life on the red planet and may serve as an TV personality and social media influencer,
try, with the adoption of the most advanced aspirational and strategic location for the Saoud Al Kabbi as he shares his poetry and
of technologies. Globally, there have been future. It is a subtle nod to the UAE’s Na- experience of his first-time presence in the
several investments towards building tional Space Strategy and the success of metaverse. This partnership with SK Tele-
the technology and infrastructure for the the Hope Probe mission, the first mission com is also aimed to revolutionize services
metaverse, touching more USD 120 billion led by an Arabi-Islamic country, and in line for e& life changing the face of media and
during the first five months of this year, with the vision of the UAE leadership. For entertainment in the region with the launch
doubling since 2021. * e& is not only show- the first time in the history of GITEX Glob- of exclusive content for the metaverse.
casing the latest technological innovations al 2022, visitors will virtually experience The second use case in collaboration with
but is also creating an incredible immersive the e& stand through e& universe and view Huawei, gives insight into the virtual retail
and innovative experience through e& uni- the futuristic technology showcases at the space, where visitors can enter the virtu-
verse, a first of its kind venture in the region. event. This is only a glimpse of what is to al world of etisalat by e&’s business cen-
The move to the metaverse is a start of a re- come in the realm of e& universe. The next ter. Here visitors can experience virtual
markable journey into the next digital fron- phase will open doors of opportunities shopping in a 3D universe, enabled by an
tier for the Group as it seeks to do things for visitors to purchase digital assets and enhanced live 5G network. Visitors can col-
differently, develop and launch technology non-fungible tokens (NFTs), watch virtual laborate, navigate and communicate using
solutions that will empower customers concerts and sporting events as well as etisalat by e&’s products and services in re-
and businesses so as to offer heightened engage in other unique digital experiences. al-time using their hand movements, head-
interactive experiences. At e&’s stand this Marking significant achievements in e&’s sets, feedback controllers or voice com-
GITEX Global, visitors will embark on a jour- journey to revolutionize the customer ex- mands. e& universe and the two use cases
ney that elevates their digital experiences perience as a global technology and invest- of Metaverse Service and etisalat by e&
by transporting them to a whole new level ment conglomerate, the e& universe show- business center are tangible examples of
of social engagement. The Group is ready case is also accompanied by two other use e&’s efforts in investing in advanced tech-
to build a world of new possibilities where cases offering unique experiences through nologies and creative innovations as it con-
the future is all about unlocking creativity, the metaverse. In one of the use cases, e& tinues to explore limitless possibilities that
exploring immersive storytelling experienc- has partnered with SK Telecom to create digitally empower societies. The Group’s
es, and building a world of new possibili- Metaverse Service which will take visitors mission to Make Possible will also reflect
ties. The metaverse is a realm e& is still ex- through multiple virtual spaces and unique in the expansion of its digital services and
ploring, given its potential to transform the avatars, so that they can explore opportuni- solutions provided to governments, busi-
world of technology and digitalization jour- ties for social networking in the metaverse. nesses and individual customers in the
neys. When it comes to harnessing the ben- This platform provides the opportunity for UAE and the countries where it operates.
34 SEPTEMBER-OCTOBER 2022