UAE telecoms services provider Etisalat Group has launched a new brand identity called ‘e&’.
Announced by Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the United Arab Emirates and Minister of Presidential Affairs, the move is in line with the company’s bid to become a global technology and investment conglomerate.
“The transformation of e& from a telecom company founded more than four decades ago in the UAE into a global influence in digitalisation highlights its role in upholding the UAE’s sustainable economic development and diversification plans,” said Al Nahyan.
“We commend e& for being the national champion that steers its global digitalisation leadership through pioneering advanced technologies, advancing ICT infrastructures, and fuelling geographic expansions while unlocking value.”
Earlier this year, the company was ranked as the world’s strongest telecom brand and is the first in the Middle East and Africa (MEA) region by Brand Finance. With a portfolio of well over US$12.5 billion, e& retained its position in MEA as the strongest brand across all categories and the most valuable brand portfolio, emphasising its leading position in delivering innovative telecom infrastructure and strategic advances in digital transformation.
Now we are e&#eAnd #etisalatAnd #MakePossible pic.twitter.com/uVgsP5T03n
— e& (@etisalatAnd) February 23, 2022
e&’s trategic ambitions
Moving forward, e& seeks to enhance customers’ experiences across all segments by ideating, designing, and delivering a range of innovative and breakthrough technologies, driven by its track record of success.
This strategy is aimed at accelerating growth through the creation of a resilient business model that is representing the Group’s main business pillars.
According to the company, its telecom arm will retain the previous branding identity to uphold the Group’s rich telecoms heritage. The telecoms unit will further focus on bolstering its strong infrastructure and maximising value for its customer segments in the UAE and internationally. In addition, it will expand into new geographic markets while continuing to drive operational performance in the 16 markets where it operates.
Meanwhile, the Group’s business pillar will be rebranded to ‘e& life’ and will focus on delivering next-generation technologies and digital experiences to the customers’ fingertips.
‘e& enterprise’ will be the driving force behind the digital transformation of governments, corporates and enterprises. It will centre on providing advanced solutions in cybersecurity, cloud, Internet of Things (IoT) and Artificial Intelligence (AI), creating real business value to customers.
Finally, ‘e& capital’ will act as a pillar for growth for the Group and maximise shareholder value while strengthening the firm’s global presence.
Hatem Dowidar, Group CEO, e& said, “The evolution as e& embodies our commitment to double down on enhancing the quality of our solutions while surpassing customer expectations and maximising value creation for our shareholders. Our robust transformation plans will focus on running our business operations more efficiently, diversifying our revenue streams as well as helping our enterprise customers achieve their digital transformation goals adeptly.
“We will continue to identify new growth opportunities, take full advantage of strong partnerships and maintain our edge as the global technology investment conglomerate that makes a difference in people’s lives.”
