{
  "id": 12329453,
  "title": "UAE's e& revives original Etisalat branding as it focuses on AI growth",
  "url": "https://urgent.news/2026/10/06/uaes-e-revives-original-etisalat-branding-as-it-focuses-on-ai-growth",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-06T07:47:03.000Z",
  "source": {
    "name": "The National Business",
    "slug": "the-national-business",
    "url": "https://www.thenationalnews.com/business/2026/10/06/uaes-e-revives-original-etisalat-branding-as-it-focuses-on-ai-growth/"
  },
  "original_language": "en",
  "account": "UAE telecommunications company e& is reintroducing its original brand name, Etisalat, to coincide with the company's 50th anniversary and a focus on AI growth. The decision comes four years after the company changed its name to e& as part of plans to become a global technology investment conglomerate. Sheikh Mansour bin Zayed, Vice President, Deputy Prime Minister and Chairman of the Presidential Court, announced the return to the Etisalat name during a filing to the Abu Dhabi Securities Exchange. The company's CEO highlighted that Etisalat represents connectivity, digital capabilities and infrastructure, which have been crucial to the UAE's development over the past 50 years. The telecoms giant is now investing in AI-led growth, with a strategic project to expand digital infrastructure capacity within the UAE and internationally. This includes plans to increase international connectivity capacity to over 500 terabits per second by 2030, and enhance connectivity efficiency and reliability. The move aims to deliver advanced, low-latency performance. In the previous quarter, e& reported a 9% increase in revenue, reaching Dh19.2 billion ($5.2 billion), despite the ongoing Iran war causing uncertainty. The company also saw its customer base expand by nearly a third to 251.5 million. In July, e& sold its entire stake in Vodafone Group for $5.95 billion as it shifted focus to its core businesses.",
  "summary": "UAE telecoms group e& is to return to its original brand identity of Etisalat, four years after it changed the company's name, as it looks to boost growth in the artificial intelligence era. “Etisalat is the name we are taking forward – a name that reflects our heritage, our strategy and our ambition for the AI era,” the company said on Tuesday in a filing to the Abu Dhabi Securities Exchange,…",
  "key_points": [
    "UAE telecom e& rebrands to Etisalat for 50th anniversary",
    "CEO emphasizes Etisalat's role in UAE's connectivity and digital growth",
    "Company investing in AI-led expansion to 500Tbps by 2030"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "The National UAE",
        "title": "UAE's e& revives original Etisalat branding as it focuses on AI growth",
        "url": "https://urgent.news/2026/10/06/uaes-e-revives-original-etisalat-branding-as-it-focuses-on-ai-growth-12331372",
        "published": "2026-10-06T07:47:03.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}