Year
in Review

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e& accelerated its transformation into a technology-driven powerhouse this year. Leveraging the full force of our talent, digital expertise, and market-leading brands across 16 countries, we continue to propel our Company to be fit for the future, making a positive difference in the lives of millions of people every day.

Connecting the world’s greatest show, Expo 2020 Dubai

As Expo 2020 Dubai’s official premier partner, the Group connects a whole new world for the most prominent event ever staged in the Arab region, leveraging technology to create unique experiences for millions of visitors from around the world.

Emerging as the world’s strongest telecom brand

Etisalat has been ranked as the world’s strongest telecom brand and is the first in the Middle East and Africa (MEA) region to get this global accolade by Brand Finance, the world’s leading brand valuation entity. With a brand portfolio exceeding USD 12.5 billion, Etisalat not only retained its last year’s AAA brand rating but also its position in MEA as the strongest brand across all categories while still leading the region with its most valuable brand portfolio.

Leading the world in mobile network performance

Etisalat UAE was ranked the leading operator worldwide in terms of mobile network performance for the second year in a row, a global accolade that recognises our unsurpassed speed and robust network infrastructure.

Investing in Emirati talent for the future

The Group welcomed the first cohort of Emirati graduates to our cutting-edge, nine month AI Graduate Programme. The expert led AI developmental journey provides our talented graduates with the technology, digital knowledge, and practical skills needed to thrive and pave the way for an impactful future.

Winning awards for eSports in Saudi Arabia

Mobily launched a viral campaign announcing a children’s gaming headset that didn’t previously exist, to raise awareness of the benefits and potential dangers of online gaming. The campaign provoked thoughtful debate around online gaming and won multiple reputable advertising awards.

Building equity in an African telco giant

e& increased its ownership stake in Maroc Telecom Group to 53%, taking an effective majority holding in the African telco giant. We also rebranded the subsidiaries as ‘Moov Africa’ to bring the operations for 70 million customers across 11 countries in West Africa under a single identity.

Reaching new heights in sustainability

The Group’s Environmental, Social and Governance (ESG) rating was upgraded from ‘BBB’ to ‘A’ by MSCI Global Index, reflecting our continued efforts to operate responsibly and transparently by living our promise of ‘Together Matters’, together towards a sustainable future. In achieving this rating, e& is now among the top third of global corporations in terms of sustainability.

Partnering with purpose with Manchester City Football Club

As football fans returned to stadiums in 2021, the Group continued to bring excitement and passion through our partnership with Manchester City Football Club. Through our collaboration, we increase awareness for the brand on a global scale and engage fans in our markets through a wide range of joint activities.

Bringing a new digital lifestyle to Egypt

Etisalat Misr launched the Etisalat Music, Etisalat TV, and Etisalat Sports applications to satisfy Egyptian consumers’ growing desire for quality, on-demand content, positioning Etisalat among the most powerful and relevant brands in the market.

Fast forward for the digital youth of Pakistan

PTCL launched a youth-focused sub-brand called Flash Fibre, providing a premium Fibre-To-The-Home experience with faster, more reliable internet speeds for communication, surfing, gaming, and entertainment.

Empowering Etisalat’s future leaders

In line with the UAE’s Youth Empowerment Strategy, Etisalat UAE launched the Etisalat Youth Council, providing our youth with a platform to raise their voices with ideas that will help shape the future of the Group.

Delivering more value to UAE customers

The Group signed an agreement to acquire 100% of the eCommerce grocery delivery marketplace, elGrocer. The aquisition supports Etisalat UAE’s digital service ambitions by enriching our offering and creating increasing value that touches the lives of our customers.

Shining a light on SMB superstars

Etisalat UAE launched its SMB Awards 2021 to recognise and reward the achievements of innovators and top performers across the UAE’s small and medium businesses community in 10 categories.