What e& does

e& (Emirates Telecommunication Group Company PJSC), formerly Etisalat, is a publicly listed telecommunications group headquartered in Abu Dhabi, UAE, and the largest telecom operator in the GCC. Founded in 1976 and rebranded to e& in 2022, the company operates through subsidiaries including e& UAE (consumer), e& enterprise, e& life, e&capital, and e& Telecoms, serving approximately 11.6 million individual customers and more than 300,000 enterprise and government customers in the UAE.

The company runs a vertically integrated telecom and digital services platform built on 4G/5G mobile, fiber-to-the-home broadband with speeds up to 10Gbps, IPTV, and IoT/smart home connectivity, supplemented by proprietary digital products (the e& UAE app with 8M+ users, GoChat messenger, Arena Play gaming with 850+ titles, e& money digital payments, the Smiles loyalty program, and e& universe entertainment). For businesses, e& operates a Microsoft-centric cloud and SaaS ecosystem (Microsoft 365, Azure, Dynamics 365 with managed services, Intune, SharePoint, Power Apps) distributed through a Business App Store marketplace of 100+ cloud-based applications, alongside AI solutions (Aleria AI, Tawasal), cybersecurity, CCTV, and managed Wi-Fi.

e& monetizes primarily through recurring monthly subscriptions across consumer (Freedom postpaid, Wasel prepaid, eLife fibre, Home Wireless 5G, visitor lines) and business tiers (Business First Plus, Business Xtreme, Corporate Employee Plans, Data SIM, fixed services, cloud, and AI), complemented by device sales, smart home hardware, carrier and wholesale connectivity, and marketplace commissions. Distribution is multi-channel, spanning company-owned retail, franchise stores, self-serve kiosks, the e& UAE app, website, business centers, B2B and CEP portals, and authorized channel partners including the Emirati Champions Business Programme.

Name

e&

Legal name

Emirates Telecommunication Group Company PJSC

Website

https://eand.ae

Company type

Public

Founded year

1976

Operating status

Operating

Short description

e& (formerly Etisalat) is the largest telecommunications operator in the GCC, headquartered in Abu Dhabi, UAE. It provides mobile, fiber, 5G, IPTV, smart home, cloud, AI, and digital lifestyle services to 11.6 million consumers and 300,000+ enterprise and government customers through retail, app, and B2B channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Mobile Services: Recurring revenue from postpaid and prepaid mobile plans including voice, data, and messaging services. Postpaid plans start at AED 100/month with various data allowances and international calling features. Prepaid plans start at AED 30/month with double data promotions.
2. Home Internet & TV (eLife): Bundled fiber internet and IPTV packages starting at AED 287/month with speeds up to 10Gbps. Includes TV channels, streaming subscriptions, and home phone services.
3. Home Wireless: 5G wireless home internet services at AED 229/month with unlimited data and optional router rental.
4. Device Sales: Sales of smartphones, tablets, laptops, wearables, accessories, gaming devices, and smart TVs through retail and online channels. Includes trade-in programs.
5. Business Solutions: Enterprise mobility plans, fixed services (landline, business internet, WiFi-as-a-Service), toll-free numbers, CCTV, cybersecurity, cloud solutions, collaboration tools, and AI solutions (Aleria AI, Tawasal) for SMB and enterprise customers.
6. Business App Store / Marketplace: Subscription-based SaaS marketplace offering Microsoft 365, Azure, Dynamics 365, and 100+ business apps with monthly payments and no minimum commitment. Commission-based model for third-party app distribution.
7. Digital Products & Add-ons: Entertainment subscriptions (STARZPLAY, TOD), gaming (Arena Play), productivity tools, international calling add-ons, roaming packages, and carrier billing services.
8. Smart Home Devices & Services: Smart home products including smart TVs, speakers, monitors, robo vacuums, purifiers, lights, sensors, switches, door locks, thermostats, cameras, and smart SIM services.
9. Carrier & Wholesale: Wholesale connectivity and roaming services for other carriers and international telecom operators.
10. Microsoft Azure Services: Cloud services including Azure Information Protection (from AED 8/month), Active Directory Premium P1/P2 (from AED 23-40/month), with professional managed services and support.

Pricing tiers

Go-to-market motion2 records

Distribution channels12 records

Marketing channels16 records

Core offering

e& (formerly Etisalat) provides mobile and fixed-line telecommunications services across the UAE, including postpaid and prepaid mobile plans (Freedom, Wasel, Emirati, Visitor), fiber and 5G home wireless broadband with bundled TV via the eLife platform, device sales, smart home and IoT services, digital entertainment, payments, and rewards. For businesses, it sells enterprise mobility, fixed services, cloud, cybersecurity, AI solutions, and SaaS distribution through a Business App Store, all distributed via retail stores, franchise outlets, the e& website, the e& UAE app, and direct B2B sales channels.

Product overview

e& (formerly Etisalat) operates as a comprehensive telecommunications and digital services provider in the UAE, serving both consumer and business segments. The product portfolio is organized as a platform-plus-modules architecture centered on core connectivity services (mobile postpaid/prepaid plans including Wasel Flexi and Emirati variants, and eLife home internet/TV) complemented by digital lifestyle products (entertainment via STARZPLAY and Arena Play, productivity through Microsoft 365, and communication via GoChat and Smiles rewards). For businesses, e& offers SMB-focused mobile plans (Business First Plus, Business Xtreme), fixed services (landline, internet, Wi-Fi as a Service), and an extensive digital product catalog including Azure cloud, Microsoft Dynamics 365 (covering Finance, CRM Sales, Customer Service, HR, and Payroll), AI solutions via Aleria AI and Tawasal, plus a Business App Store marketplace with 100+ SaaS applications. The company also provides IoT/smart home services, e& money digital payments, Add to Bill carrier billing, and managed services for device security and parental control.

Differentiator

Problem solved

Functional benefit

Brands

• e& universe: Entertainment platform offering digital content and experiences
• e& money
• Smiles
• GoChat
• Arena Play
• GoLearning
• eLife
• Wasel
• Emirati Freedom
• TOD

Products and services

• Postpaid Plans (Freedom) Monthly subscription postpaid mobile plans (Freedom) for individual consumers, starting from AED 100/month, bundling voice, data, international calling, STARZPLAY entertainment, Smiles rewards, and GoChat on select plans.
• Wasel Flexi (Prepaid) Customizable prepaid mobile plan starting from AED 30/month, letting users build their plan with data, call minutes, and social data add-ons, with unlimited calls to one preferred e& number and 50% off on yearly plans.
• Emirati Freedom Exclusive postpaid mobile plan for UAE nationals starting at AED 250/month, offering up to 200,000 Smiles Points, FREE Roam Like Home, and instant eSIM activation.
• Visitor Lines Temporary mobile plans for visitors to the UAE starting at AED 49/month, including FREE SIM on selected plans, Smiles Unlimited Buy 1 Get 1 vouchers, and an AED 100 Careem voucher.
• eLife Home Internet & TV Bundled home fiber internet and IPTV packages with speeds up to 10Gbps on Neo/Ultra plans, TV channels, streaming subscriptions, and home phone services, starting at AED 287/month.
• Home Wireless Instant 5G home wireless internet with unlimited data starting at AED 229/month, optional 5G Plug-n-Play router, and unlimited GoChat voice and video calls.
• e& UAE App Mobile application (8+ million users) enabling account management, recharge, plan upgrades, SIM activation, bill payment, and access to e& services across iOS, Android, and Huawei AppGallery.
• GoChat Proprietary messenger app providing free high-quality voice and video calling plus instant messaging, integrated with e& mobile plans and offered ad-free to subscribers.
• Smiles Rewards Loyalty program offering up to 10% cashback on purchases, unlimited rewards, Buy 1 Get 1 vouchers for food and groceries, and integrated Smiles Unlimited benefits for e& subscribers.
• e& money Digital payment service enabling local and international money transfers, bill payments, merchant payments, gift sending, and merchant acquiring through UTap on the e& mobile app.
• Smart Home Services IoT-enabled connected home ecosystem offering Monitoring & Safety, Energy Savings, and Home Control services, supported by Smart SIM, smart thermostats, cameras, door locks, lights, sensors, and other smart devices.
• Business App Store SaaS marketplace for UAE SMBs and enterprises distributing 100+ cloud-based business apps across productivity, finance, digital marketing, HR, and customer management, with monthly subscription billing and no minimum commitment, including Microsoft 365, Azure, and Dynamics 365.
• Microsoft Dynamics 365 Managed Services Professional managed services for deploying Microsoft Dynamics 365 modules covering Business Central, CRM Sales, CRM Customer Service, HR, and Payroll, with certified expert configuration and SharePoint integration.
• Microsoft Azure Cloud Services Microsoft Azure cloud services distributed through e& marketplace including Azure Information Protection (from AED 8/month), Azure Active Directory Premium, Azure Elite Pack (AED 250/month, 36-month contract), and Intune device management.
• Business First Plus and Business Xtreme Mobile Plans Value and premium SMB mobile plans (Business First Plus and Business Xtreme) with essential and enhanced business features, unlimited data options, and tiered service levels for UAE small and medium businesses.
• Business Fixed Services (Landline, Business Internet, Wi-Fi as a Service) Fixed voice, internet, and managed Wi-Fi services for UAE businesses including business landlines for office presence, dedicated business internet connectivity, and Wi-Fi as a Service.
• Aleria AI AI-powered business assistant covering Legal, Human Resources, Marketing & Sales, Finance, and Procurement & Supply, distributed by e& to UAE SMB customers.
• Tawasal AI-based communication and collaboration platform for business messaging and team coordination offered by e& to UAE businesses.
• STARZPLAY Entertainment Subscription Entertainment streaming subscription providing unlimited Hollywood blockbusters, TV shows, and exclusive content, included free with selected Freedom postpaid plans and on selected TOD bundles.
• Arena Play Gaming Gaming subscription service offering ad-free access to 850+ premium mobile games as part of e& digital lifestyle entertainment offerings.
• Microsoft 365 for Business Microsoft 365 productivity suite distributed by e& to consumers and SMBs at 25% off for the first 12 months and from AED 9/month on business essential plans.
• eSIM Digital SIM card technology enabling instant eSIM activation without a physical SIM card, available across consumer and SMB mobile plans including Emirati plans.
• Corporate Employee Plans (CEP) Bulk enterprise mobile plans for corporate employees with volume discounts and centralized management via the dedicated CEP portal.
• UAE-KSA Mobile Plans Cross-border mobile plans providing coverage and benefits across UAE and Saudi Arabia for businesses operating in both countries.
• Carrier and Wholesale Services Wholesale telecommunications services for other carriers and international operators including voice and data roaming, network interconnection, and bulk capacity transit via e&'s 5G and fiber infrastructure.
• eLife Ultra Plans Premium home fiber plan launching in 2025 with speeds up to 10Gbps on Neo Plans, promotional 40% discount, free Smiles points worth up to AED 900 on select plans, and free installation.
• Wi-Fi 7 Router Wi-Fi 7 router launched in 2025 for select e& home plans (Neo and Ultra fibre) with faster speeds, wider coverage, and expanded network capacity for streaming, gaming, work, and smart devices.

Quantifiable outcome

• 8+ million app users for e& UAE mobile application
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability7 records

Feature11 records

Partnerships

15 partnerships are on record, tiered core, secondary and proprietary/internal.

• MicrosoftcoreTechnology or Integratione& offers Microsoft 365, Azure cloud services, Dynamics 365, Intune, SharePoint, and other Microsoft solutions through its business marketplace. Azure services include Information Protection (from AED 8/month) and Active Directory Premium (from AED 23/month). Dynamics 365 managed services cover finance, CRM, HR, and payroll functions.
• SamsungcoreTechnology or IntegrationSamsung devices prominently featured including Galaxy smartphones, wearables, tablets, and Samsung SmartThings integration. Samsung Festival promotions offer up to 50% off devices. Galaxy AI features on flagship devices.
• ApplecoreTechnology or IntegrationiPhone 17 Pro Max featured as flagship device. Apple Watch, AppleCare+, and Apple Family Setup services offered. Apple devices sold through retail and online channels.
• HuaweisecondaryTechnology or IntegrationHuawei devices including Pura80 Ultra featured in device lineup. Top brand partner in device offerings.
• STARZPLAYcoreTechnology or IntegrationSTARZPLAY entertainment subscription included free with selected Freedom postpaid plans. Unlimited movies and TV shows streaming.
• TODsecondaryTechnology or IntegrationTOD streaming service offered with Galaxy S26 and Galaxy Tab S11 Series. Full Tournament Pass available for FIFA events.
• Arena Playproprietary/internalTechnology or IntegrationGaming platform offering 850+ premium mobile games ad-free, integrated with e& services. Gaming PCs, consoles, laptops, and accessories sold through device store.
• SmilescoreGTM or Marketing PartnerLoyalty rewards program offering up to 10% cashback, Buy 1 Get 1 vouchers for food and groceries. Integrated across consumer plans with unlimited rewards.
• CareemsecondaryGTM or Marketing PartnerAED 100 Careem voucher (for food, rides, and more) included with visitor line plans. Partnership for lifestyle benefits.
• AnghamisecondaryTechnology or IntegrationMusic streaming access included in home plan add-ons.
• AramexsecondaryImplementation/ SI/ Consulting PartnerDelivery partner for e& UAE products and services. Data shared with Aramex for order fulfillment.
• Microsoft Dynamics 365 EcosystemcoreTechnology or IntegrationBusiness Central, Sales, Customer Service, HR, and Payroll applications offered with professional managed services. Certified expert support for deployment and configuration.
• Marketplace SaaS PartnerssecondaryChannel Partner/ Reseller/ Distributor100+ cloud apps from various partners including Microsoft, Movylo, Corporate Stack, Hylobiz, Localyser, Ocean. Categories: Productivity, Finance, Digital Marketing, HR, Customer Management.
• GoChatproprietary/internalTechnology or IntegrationProprietary messenger app with free voice/video calls and exclusive stickers, integrated with prepaid and postpaid plans.
• e& universeproprietary/internalTechnology or IntegrationDigital entertainment platform for gaming and content, part of e& digital ecosystem.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Deutsche Telekom: Deutsche Telekom is a global telecom incumbent operating T-Mobile, fixed networks, and T-Systems enterprise services in Europe and the US, comparable to e& in scale, multi-country operations, and enterprise digital services ambition.
• Ooredoo Group: Ooredoo is a Qatar-headquartered telecom group operating mobile, broadband, and digital services across the Middle East, North Africa, and Southeast Asia — closely comparable to e& in service mix and regional positioning.
• Saudi Telecom Company (stc): stc is the dominant telecom operator in Saudi Arabia and a fellow GCC incumbent with comparable scale across mobile, fiber, enterprise, and digital services. It is a structural regional peer and benchmark for e&'s enterprise and digital ambitions.
• BT Group: BT is a UK incumbent offering mobile (via EE), fiber broadband, IPTV, and enterprise cloud/security services — a comparable full-service telecom and digital services portfolio relevant to e&'s consumer and enterprise mix.
• Vodafone Group: Vodafone is a global telecom incumbent with mobile, fixed, IoT, and business services across Europe, Africa, and Asia, providing a benchmark for enterprise digital services, IoT platforms, and ARPU management strategies relevant to e&.
• Orange (formerly France Télécom): Orange is a major European and African telecom incumbent with mobile, fiber, enterprise IT services, and digital banking — comparable to e& in its diversification beyond connectivity into enterprise digital services and emerging markets.
• Zain Group: Zain is a major MENA telecom operator with mobile, data, and digital services across multiple Middle Eastern and African markets, comparable to e& in business model and geographic orientation though with different country footprint.

Direct peers

• Etisalat Misr (e& Egypt): Etisalat Misr is the e& group's Egyptian mobile operation, offering 4G/5G mobile, fixed, and digital services in a comparable emerging-market telecom context, providing a direct peer benchmark for e&'s international playbook.
• du (Emirates Integrated Telecommunications Company): du is the only other licensed telecom operator in the UAE, offering mobile, fixed broadband, TV, and business services directly competing with e& in the same geography, customer segments, and product categories.
• Etisalat by e& (international operations): Etisalat by e& is the international carrier arm of the same parent group operating in 16 countries outside the UAE. It shares brand, technology stack, and management with e& UAE while serving comparable telecom markets in MENA, Africa, and Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eAndUAE
• YouTubeyoutube.com/@eAndUAE
• Facebookfacebook.com/eAndUAE
• LinkedInlinkedin.com/company/eanduae
• Instagraminstagram.com/eanduae
• TikToktiktok.com/@eanduae

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about e&