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 the 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 Group has changed its brand identity to e&, effective from Feb.23, 2022. Its strategy aims to accelerate growth through the creation of a resilient business model representing the Group’s main business pillars.

Commenting on the brand change in the UAE, Hatem Dowidar, Group CEO of e&, said, “The evolution of Etisalat UAE 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.

“With a progressive mindset for our brand and strategy, we will boost global customer satisfaction, achieve synergies of scale, expand our digital services and explore adjacent businesses. I am confident that the refreshed brand identity of Etisalat UAE encapsulates the dynamism of our journey ahead while remaining true to our commitment to making a bigger difference than ever imagined.”

Masood M. Sharif Mahmood, CEO of Etisalat UAE, commented, “Etisalat symbolises the strong homegrown roots that we are proud of and will continue to treasure as the brand embarks on a new chapter of evolution.”