Etisalat has launched e& as its new brand identity.
The new brand identity marks the transformation ambitions of Etisalat Group into a global technology and investment conglomerate, the WAM reported.
It was launched by Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs, on Wednesday.

Sheikh Mansour lauded the efforts of e& in devising a more progressive business model that sustains its hypserscaling ambitions, promotes new ventures and partnerships, and maximises value across its operations.

He said, “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. 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.”

e& is poised to enhance customers experiences across all segments by ideating, designing, and delivering a range of innovative and breakthrough technologies.

Jassem Mohamed Bu Ataba Alzaabi, Chairman of e&, has been quoted by WAM as saying, “This is a milestone in the history of the Group, and a new era where we reaffirm our commitment to deliver outstanding customer experiences and maximise value for our shareholders. To ensure that the next chapter of our journey is a success, we made the decision to realign our business model so that we can stay agile and fit for the future.”

Hatem Dowidar, Group CEO of 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.”