Etisalat by e&: UAE’s first Telecom Company is turning global with their new identity

Etisalat, the UAE’s largest telecom operator, introduced ‘etisalat by e&‘ as its new brand identity. This rebranding by Etisalat Group, (as they were formerly known) seems to be a better fit for its positioning as a technology and investment conglomerate.


The Group now has operations in 16 countries in the Middle East, Asia, and Africa. It was established more than four decades ago in Abu Dhabi as the first telecommunications company in the United Arab Emirates. Further, the brand ranked fourth within the overall Top 30 UAE and Saudi brands, ahead of other well-known brands.

This transformation is part of e&’s vision to expand its global reach, exploring new markets to pursue more strategic partnerships and acquisitions. Depending on emerging needs and trends, they are planning to expand other services beyond basic telecom services, such as gaming, health, and insurance under this new identity.

As part of its expansion, e& has also announced the formation of consumer and enterprise digital business units. Through its e&life division , it will provide customers with next-generation technologies and digital experiences in entertainment, retail, and financial services. In order to accelerate growth, the group has created a resilient business model that defines its main pillars of business. Deputy Prime Minister and Minister of Presidential Affairs, Sheikh Mansour Bin Zayed Al Nahyan, launched the new branding in Abu Dhabi.

“The transformation of e& from a telecom company founded more than four decades ago in the UAE into a global influence in digitalization highlights its role in upholding the UAE’s sustainable economic development and diversification plans,” Sheikh Mansour remarked on the launch event.

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Hasin Hamza