e&, the UAE operator group, has recently reverted to its branding to the original of Etisalat, a name it stated reflects its heritage, strategy and ambitions for the AI era.
The company said it was making the name change to mark its 50th anniversary, explaining the original Etisalat name means “connection” which has guided “what we build and the role we play”.
It rebranded from Etisalat to e& in February 2022, stating at the time the new identity was designed to reflect its ambitions to push from a traditional telecoms company into a global technology and investment conglomerate.
However, the company is now pushing for AI-led growth, launching numerous strategic projects to expand its digital infrastructure in the UAE and beyond.
For example, in July it struck a deal with cloud provider Cloud 42 to launch sovereign AI compute services for its home market, a move it said supports the country’s vision to build an AI-native economy and advance the national agentic AI agenda.
This was followed in September by a deal with Accenture to accelerate digital and AI-led transformation across government and enterprise sectors in the UAE.
In the telco space the company is putting a firm focus on its core business in the Middle East as part of a strategic shift which led to the sale its 16.2% stake in Vodafone Group to tycoon Xavier Niel.
On the rebrand, the company added that today, Etisalat “carries even greater significance as we bring connectivity, digital capabilities and infrastructure together to enable new opportunities”.
Source: Mobile World Live
Image Credit: e&
Source: Tahawul Tech