e& (formerly known as Etisalat Group) today 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 23rd February, 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 in keeping with its aspirations to deliver amidst a dynamic business landscape. "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. Our telecoms business has been the growth engine behind our company as we stay committed to the aspirations of the UAE leadership to be a leading ICT and technology hub. "For more than four decades, we have been instrumental in building bridges that connected people, linking our past as a giant telco to becoming the digital telco of the future. Etisalat UAE’s refreshed brand identity as 'etisalat by e&' signifies our strong technological capabilities coupled with our extensive telco expertise, and highlights our robust UAE strategy ambitions." Etisalat UAE has been a key enabler of the Group’s business growth, enabling the UAE’s Fiber Household Penetration leadership since 2016, maintaining market leadership in the UAE, constantly ranking as one of the most advanced mobile networks in the world, providing premium connectivity and supporting customers every step of the way through holistic digital-first offerings. As part of its new strategy, Etisalat UAE will grow core and digital services, by enriching consumers’ value propositions with digital services that cater for consumers’ new lifestyles and emerging demands beyond basic telecom services, including areas like gaming, health, and insurance. Moreover, Etisalat UAE will continue to act as the business trusted partner and advisor by enabling their connectivity and beyond connectivity requirements, which, in turn, will accelerate the digital economy and pivot new, sustainable demand in future-forward spaces like private networks, autonomous vehicles, and AI.