UAE: Enjoy multiple utility services with a few clicks

UAE: Enjoy multiple utility services with a few clicks

Masood M Sharif Mahmoud, CEO, etisalat by e& UAE, elaborates on the technology giant's roadmap as it heads into the Metaverse

Masood M. Sharif Mahmood, CEO Etisalat by e&, at Gitex 2022. Photo by Shihab

Published: Mon 10 Oct 2022, 8:23 PM Last updated: Mon 10 Oct 2022, 8:41 PM

Masood M Sharif Mahmoud, Chief Executive Officer (CEO), etisalat by e& UAE, is a veteran executive with over 20 years of technology and telecom experience. He has demonstrated expertise in building high-performance teams, transforming operations, implementing change from the ground up, and leveraging it.

Masood gave an exclusive interview to Khaleej Times on the opening day of Gitex Global 2022 on Monday.

Here are some edited excerpts from the interview:

Why has Etisalat been rebranded as etisalat by e&? What is the strategy for rebranding?

The evolution of Etisalat UAE as Etisalat by e& builds on the solid foundations of its success as the group’s growth engine since 1976, and signals the imminent change that our UAE telecoms business will undergo in keeping with its aspirations to deliver amidst a dynamic business landscape.

This step symbolises a lot more than a brand identity change. It works in tandem with our refreshed strategy where we are on a mission