e& is the new brand identity of Etisalat Group

e& is the new brand identity of Etisalat Group

His Majesty Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the United Arab Emirates and Minister of Presidential Affairs, launched e& today, signalling Etisalat Group’s ambitions to become a global technology and investment conglomerate.

In his remarks at the launch, HH Sheikh Mansour emphasised the importance of capitalising on the opportunities that the rapidly changing business landscape continues to present in the age of technological disruption. He praised eefforts &’s in developing a more progressive business model that supports its hyperscaling ambitions, encourages new ventures and partnerships, and maximises value across its operations.

The launch of the new brand identity for Etisalat Group was attended by His Excellency Mohammad bin Abdullah Al Gergawi, Minister of Cabinet Affairs, H.E. Mohamed Bin Hadi Al Hussaini, Minister of State for Financial Affairs and H.E. Jassem Mohamed Bu Ataba Alzaabi, Chairman of e&.


e& is the new brand identity of Etisalat Group


The ambitious strategy

As part of its strategy, e& will 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.

Telecom will retain the previous branding identity while upholding the Group’s rich telecoms heritage, bolstering the Group’s strong telecoms 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.

e& life is focused on enhancing customer delight by becoming an integral part of the lives of its customers. The business pillar has already made robust plans to deliver next-generation technologies and digital experiences that will bring the world to the customers’ fingertips through smart connectivity platforms in entertainment, retail and financial services.

e& enterprise will be the driving force behind the digital transformation of governments, corporates and enterprises. Through its breakthrough technology solutions in cybersecurity, cloud, Internet of Things (IoT) and Artificial Intelligence (AI), as well as deploying mega projects, e& enterprise will create real business value as it continues to leverage on its expertise as a digital managed company having the strength and reach of a global trusted partner.

Maximising shareholder value while strengthening global presence is key to the e& strategy to empower societies. e& capital will act as a pillar for growth for the Group as it drives new acquisitions and mergers in line with its vision for investing in ideas that make the future.

The evolution e& comes at the heels of the Group’s strong financial performance as well as several milestones that contributed to the transformation. More recently, e& ranked first in the Forbes MENA Top 10 most valuable listed companies in the UAE. The Group was also named the strongest telecoms brand in the world. Accumulating success year on year has taken place in light of the considerable investments the Group has made in maintaining its 5G network prowess, investing in breakthrough technologies, aggressive market penetrations, deploying megaprojects, driving smarter connectivity, and pursuing strong partnerships.

Transformation driven by thought leadership

e& has already demonstrated its robust industry leadership when it comes to digital transformation when it announced the establishment of its consumer digital and enterprise digital business units, in addition to attracting partners from around the world to contribute to the digitalisation growth journey.

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