Mansour bin Zayed announces launch of e&, Etisalat’s new brand identity

Unwavering dedication to serve customers, shareholders, investors, partners
Etisalat e&
Etisalat e&

Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs launched on February 23, 2022 e&, Etisalat Group’s transformational ambitions into a global technology and investment conglomerate.

The Group’s strategy continues to emphasize an unwavering dedication to serve customers, the interests of shareholders, investors, and partners.

The new identity


Commenting on the launch, Sheikh Mansour commended the efforts of e& in devising a more progressive business model.

He said, “The transformation of e& from a telecom company founded more than four decades ago in the UAE into a global influence in digitization 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 digitization leadership through pioneering advanced technologies, advancing ICT infrastructures, and fuelling geographic expansions while unlocking value.”

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

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.

There are new strategy segments wit e&.

Starting with e& life, the segment is focused on enhancing customer delight by becoming an integral part of the lives of its customers. It 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.

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.

Technological leadership


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.

Considerable investments went into the Group’s maintaining its 5G network prowess, investing in breakthrough technologies, aggressive market penetrations, deploying megaprojects, driving smarter connectivity, and pursuing strong partnerships.



Jassem Mohamed Bu Ataba Alzaabi, Chairman of e&, said, “This is a milestone in the history of the Group. 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.

He added, “During this time, we have also worked tirelessly to ensure that our solutions positively impact people’s lives at every touchpoint. We are now ready to be the future-focused nexus that will drive more positive change for our customers and shareholders through our robust expertise.”



Hatem Dowidar, Group CEO of e& said, “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.

Hatem Dowidar added, “The digitalization acceleration during the pandemic offered a new realm of opportunities for us to serve our customers better… our strong business continuity principles and adept crisis management, combined with our growth mindset, have dramatically impacted our business growth across our operations.

“We are keen to contribute to a knowledge-based economy that will digitally empower societies as we move forward with our mission to pioneer next-generation technologies, build breakthrough partnerships and create a new world powered by all of us.”