UAE's e& revives original Etisalat branding as it focuses on AI growth

UAE telecommunications firm e& is reintroducing its original brand name, Etisalat, as it aims to accelerate growth in the artificial intelligence era. The company explained that "Etisalat, a name that reflects our heritage, strategy and ambition for the AI era," will guide its future endeavors. Sheikh Mansour bin Zayed, Vice President, Deputy Prime Minister and Chairman of the Presidential Court, was present during the announcement made at the Abu Dhabi Securities Exchange, where its shares are listed.

This rebranding follows Etisalat's transformation into a global technology investment conglomerate four years ago in 2022. The decision to revert to Etisalat's original name comes with the objective of strengthening its digital capabilities and infrastructure. The telecom giant is projecting a strategic project to develop and expand digital infrastructure capacity, both domestically and internationally.

This includes plans to increase international connectivity capacity to over 500 terabits per second by 2030, as well as enhance connectivity efficiency and reliability through diverse routes.

The rebranding also coincides with Etisalat's 50th anniversary, marking a milestone in the company's journey. Over the past 50 years, the company has been instrumental in the UAE's development, playing a pivotal role in building its digital capabilities. The telecoms company has reported a 9% increase in its second-quarter revenue, reaching Dh19.2 billion ($5.2 billion) year-on-year, despite challenges posed by the Iran conflict.

The company's customer base has expanded by nearly a third, reaching 251.5 million. In July, Etisalat sold its entire stake in Vodafone Group for $5.95 billion, focusing on its core businesses.