UAE telecommunications group e& is bringing back the Etisalat name, four years after adopting the e& identity as part of its transformation into a global technology and investment group.
The announcement comes as the Abu Dhabi-headquartered company celebrates its 50th anniversary, marking a significant return to one of the UAE’s most recognised corporate names.
Etisalat name returns after four years
Etisalat adopted the e& brand in February 2022, when the company outlined plans to move beyond traditional telecommunications and expand into technology, digital services, investments and enterprise solutions.
Now, the company says it will move forward under the name Etisalat, describing it as a brand that represents its heritage, strategy and ambitions for the artificial intelligence era.
On its official website, the group said it was beginning its “next fifty” under the name customers had trusted for five decades.
Focus shifts towards AI-powered telecom
The return of the Etisalat identity does not signal a retreat from the group’s technology ambitions.
Alongside the branding announcement, Etisalat unveiled plans to significantly expand its digital infrastructure in the UAE and internationally.
The company aims to increase international connectivity capacity to more than 500 terabits per second by 2030, around 25 times its current capacity. The infrastructure programme is designed to support growing demand from artificial intelligence, cloud computing and the digital economy.
The announcement was made as Sheikh Mansour bin Zayed Al Nahyan, Vice President, Deputy Prime Minister and Chairman of the Presidential Court, attended the launch of the group’s latest strategic initiative and 50th anniversary celebrations.
A familiar brand begins a new chapter
Founded in 1976, Etisalat played a major role in developing the UAE’s telecommunications infrastructure, from early telephone services to mobile networks, internet connectivity and today’s advanced digital infrastructure.
The revived Etisalat branding therefore combines nostalgia with a clear strategic message: the familiar name is returning, but the company’s ambitions remain firmly focused on AI, global connectivity and digital growth.
Impact to expect
Customers are likely to see the Etisalat name become increasingly prominent across corporate branding, digital platforms and communications, while the group’s wider technology and AI strategy continues.
