The group’s e& aims to improve its enhance customer experience across all segments by “ideating, designing and delivering a range of innovative and breakthrough technologies,” explained the company
Etisalat Group, the UAE’s biggest telecoms operator, unveiled its new brand identity, rebranding to “e&,” as it looks to transform into “a global technology and investment conglomerate that accelerates the digital transformation journey.”
Launched by Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the United Arab Emirates and Minister of Presidential Affairs on Thursday, the rebrand segments the group’s services into consumer services branch e& life, digital services arm e& enterprise, mergers and acquisitions arm e& capital, and telecoms operator Etisalat, according to Reuters.
Etisalat’s telecom division will maintain its previous brand identity in the UAE and internationally, according to a statement. This was confirmed by Youm7 who cited an anonymous Etisalat Misr source.
Commenting on the launch, Sheikh Mansour emphasized the importance of capitalizing on opportunities that the fast-evolving business landscape continues to present in the age of technological disruption. He commended the efforts of e& in devising a more progressive business model that sustains its hyper-scaling ambitions, promotes new ventures and partnerships, and maximizes value across its operations.
“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 said.
The group’s e& aims to improve its enhance customer experience across all segments by “ideating, designing and delivering a range of innovative and breakthrough technologies,” explained the company.
Division e& life will deliver next-generation technologies and digital experiences through smart connectivity platforms in entertainment, retail and financial services, the company said.
Its new e& enterprise section will drive the digital transformation of governments, corporates and enterprises.
Etisalat may make an announcement soon about “potential joint ventures, acquisitions and listings of subsidiaries,” and possibly one on a transaction related to Egypt’s FinTech sector according to Reuters.