Mansour bin Zayed launches “&e” a new brand for “Etisalat Group”

His Highness Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs, today launched the new corporate identity of Etisalat Group, under the brand ""e&“, to reflect the company’s future growth ambitions as part of a new strategy to accelerate the transformation into a world-leading technology group.

And His Highness blessed the strategy.”e&“Aiming to enhance growth opportunities through a more flexible model based on pillars representing the group’s main business sectors, and its strategic priorities that embody its solid values ​​to achieve customer satisfaction and the interest of shareholders, investors and partners.

During the launch of the new corporate identity, His Highness Sheikh Mansour bin Zayed Al Nahyan said: “We trust the ability of e& To succeed in consolidating its position at the international level in the technology investment and digital services sector, based on its global technical capabilities and its extensive experience in the field of communications and technology.”

His Highness added, "We are proud of the company e&And all national companies that reflect the UAE’s ambitions to achieve global leadership, a national company that started from the land of the Emirates 46 years ago, and its services are spread today in 16 countries around the world, during which it made us more connected to everything that surrounds us. Keeping pace with the accelerating needs of our world, the company will provide more communication capabilities, advanced services and smart technologies that make us more prepared for the future in a manner that meets the aspirations of wise leadership and ensures the prosperity and prosperity of the nation.”

The launch of the new corporate identity of the Etisalat Group was attended by His Excellency Mohammed bin Abdullah Al Gergawi, Minister of Cabinet Affairs, and His Excellency Mohammed bin Hadi Al Husseini, Minister of State for Financial Affairs.and His Excellency Jassim Mohammed Buatabah Al Zaabi, Chairman of the Board of Directors. e&".

ambitious strategy

The business model is based under the umbrella e& on sectors, foremost of which is the telecommunications sector, ande& life, ande& institutions "and"e& investment.”

The telecommunications sector maintains the same logo and brand, to preserve the group's legacy and excellence in providing superior telecommunications services in the UAE and internationally. It will also focus on strengthening the group's presence in the 16 markets it currently operates in, as well as exploring promising growth opportunities in new markets.

To focus on digital services for individual customers, in a way that enhances their experiences and enhances their lifestyle, comes "e& Life", to make the digital world of the next generation of digital services to meet the requirements of the daily life of customers, including entertainment, retail, mobility services and financial technology.

In order to provide advanced digital services to governments, the business sector and projects, it focusese& Institutions “to increase the value they provide”e& “Businesses and governments are maximized with powerful cybersecurity, cloud computing, Internet of Things, and AI solutions, as well as serving mega projects. and will focuse& Invest” on investment opportunities and acquisitions, to enhance its presence globally.

Comes strategye&“To achieve technological leadership after a series of successes that contributed to the consolidation of the group’s position globally, Which was the last Named the world's most powerful telecommunications brand by "Brand Finance". The group topped the Forbes Middle East list of the top 10 listed companies in the UAE in terms of market value, in light of the huge investments in innovation and development, its technical capabilities, the technological solutions it provides, and the capabilities of the fifth generation network, which is one of the most advanced. globally.

A new start built on solid foundations

In turn, His Excellency Jassim Mohammed Buatabah Al Zaabi, Chairman of the Board of Directors e&، This is Occasion “A milestone in the company’s history, and a new start through which we confirm our determination to achieve more achievements, because we believe that the continuous development of the group’s business model reflects its flexibility and ability to explore new horizons,” stressing that “the group’s journey of achievements would not have been possible without the continuous support that Assuming rational leadership for all business sectors, enabling them to grow and prosper.”

He added: “We are building our new launch on solid foundations and a solid foundation after we succeeded in achieving global leadership in the telecommunications sector, and we have strengthened our capabilities to reach this advanced stage in which we are preparing to bring about positive change to our customers, shareholders and investors, and become closer to their lives, and make them easier through our capabilities.” Super Digital.

From a telecom company to a global technology group

she dide&“In preparation for its endeavors in the field of digital transformation some time ago, it announced the establishment of a specialized unit for digital services for business, and a unit for digital services for individuals, in addition to attracting more national and international competencies to contribute to leading the transformation path according to the needs of the new business model.

For his part, Hatem Dowidar, CEO of e& Commenting on the new brand launch and transformation strategy of a world-leading technology group: “The COVID-19 pandemic has accelerated digital transformation, not only locally, but globally. e& We have sufficient capabilities to respond to and lead these transformations, and we have proven this before and during the pandemic, as we always seek to enhance investment in the innovation system to be able to provide proactive innovative digital services that facilitate our mission in making everything possible, in the field of communications and technology and everything that is beyond that.” .

Dowidar explained, "Given the new reality, the potential of the Fourth Industrial Revolution and the expansion of the use of the fifth generation network 5G, we can benefit from our operations more efficiently and effectively, with diversification of revenue sources, and focus on specialization to improve the quality of services and the comprehensive customer experience through our new business model, and open new horizons to meet the requirements of our current and future customers, and add new dimensions and greater value to our services through digital experiences Innovative that empowers the communities we serve and provides them with tools for knowledge and development.”

He continued, "We seek to lead the technologies of the future by providing institutions, governments and societies with reliable services in all areas of communications and technology, and openness to technical progress to enable a knowledge-based economy."

and it will work e& To enhance value creation for its shareholders and customers alike, to identify new growth opportunities in an innovative way, and to continue to benefit from its long strong experience in the field of communications to achieve leadership in communications and technology, build and strengthen partnerships in all fields, and explore opportunities capable of making a tangible positive difference in the lives of the people.

About e&:

Prepare e& A world-leading investment group Tech and digitalIt is distinguished by its strong financial performance and credit rating.

Based in Abu Dhabi more than 4 decades ago as the first telecom service provider in the UAE, the group currently operates in 16 markets across the Middle East, Asia and Africa.

and provide e& Innovative digital solutions, smart communication services, and next generation technologies, benefiting a broad base of customers across key sectors that are the Group’s pillars, namely telecommunications, ande& life, ande& institutions, ande& investment.