UAE’s Etisalat aims for expansion after launch of new brand identity

The UAE’s biggest telecom services provider, Etisalat Group, has launched a new brand identity. It’s called e&.

Launched last week by Sheikh Mansour Bin Zayed Al Nahyan, deputy prime minister of the UAE, the new branding, says the company, marks the transformation ambitions of Etisalat Group into a global technology and investment conglomerate.

However, the telecoms business will retain the previous branding identity as Etisalat. In addition, it will expand into new geographic markets while continuing to drive operational performance in the 16 markets where it operates.

Other divisions are the customer focused e& life, whose plans include delivering next-generation technologies and digital experiences to customers’ fingertips through smart connectivity platforms in entertainment, retail and financial services.

e& enterprise meanwhile will be the driving force behind the digital transformation of governments, corporates and enterprises. e& capital will act as a pillar for growth for the Group as it drives new acquisitions and mergers.

The rebrand was carried out by Wiedemann Lampe, a strategic brand consultancy based in London that specialises in detail-driven strategy, technology and design.

In an interview late last week with Reuters, Group CEO Hatem Dowidar said the rebranded company is looking to expand into new markets in Africa, Europe and Asia and in areas outside telecoms such as financial technology as it seeks to drive growth.

The company is exploring a range of possibilities, he said, including potential joint ventures, acquisitions and listings of subsidiaries, though it aims to retain control of all its units. He hinted in particular at announcements soon in Egypt related to the fintech sector.


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