Etisalat’s rebranding
e& currently runs several brands: Etisalat by e&, e& international, e& live, e& enterprise, and e& capital. The telecoms business is led by Etisalat by e& (previously Etisalat UAE) in its home market. e& life delivers digital services to individuals and aims to provide next-generation innovations through smart connection platforms in entertainment, retail, and financial services. e& enterprise focuses on governments and large-scale corporations, providing solutions in cybersecurity, cloud, Internet of Things, and Artificial Intelligence to enable digital evolution. e& capital is the Group's driving force behind new mergers and acquisitions activities, aimed at increasing shareholder value and enhancing the Group's worldwide position.Telecom in UAE
The UAE is a regional leader in the Information and Communication Technology (ICT) industry. In efforts to reduce dependence on the oil sector, the UAE plans on developing competitive knowledge economies and establishing efficient and globally integrated business environments in which investment in the ICT sector plays an integral element. Furthermore, the forecasted ICT services sales demand in the UAE exceeded 3.5 billion U.S. dollars in 2020.Etisalat places second in the list of the Middle East’s telecom brands, behind Saudi Arabia’s STC with a brand value of 12.3 million U.S. dollars. Etisalat’s brand value has significantly grown over the years, reaching almost 10.5 million U.S. dollars in 2023. Other key market players in the region include Ooredoo, a telecom operator headquartered in Qatar. In 2022, Etisalat had ownership shares in 16 operators across several countries. The company’s total revenue in its biggest market, the UAE, exceeded 30 billion Emirati dirhams in 2022. In the same year, the consolidated revenue generated from the mobile sales segment was the highest among other segments, at almost 50 percent.
