Etisalat UAE unveils new brand identity as ‘etisalat by e&’

Etisalat UAE unveils new brand identity as ‘etisalat by e&’

In a statement, the company said the change is "symbolic of the strong homegrown roots we are proud to have"

Published: Tue 21 Jun 2022, 11:27 AM Last updated: Tue 21 Jun 2022, 11:32 AM

e& (formerly known as Etisalat Group) on Tuesday unveiled “etisalat by e&” as the new brand identity for Etisalat UAE in line with the group’s recent positioning as a global technology and investment conglomerate that digitally empowers societies.

The brand evolution comes at a time when the group continues to accelerate its digitalisation leadership in line with its objectives for exploring new geographies and adjacencies and pursuing strategic partnerships and acquisitions.

Etisalat UAE has been a key enabler of the group’s business growth, enabling the UAE’s Fiber Household Penetration leadership since 2016, maintaining market leadership in the UAE, constantly ranking as one of the most advanced mobile networks in the world, providing premium connectivity and supporting customers every step of the way through holistic digital-first offerings.

It continues to lead the digitalisation conversation, driven by its robust UAE strategy that envisages it to be the digital telco that is a customer champion in a hyper-connected digital world.

Hatem Dowidar, Group CEO of e&, said: “The evolution of Etisalat UAE builds on