Page 22 - SAMENA Trends - January 2020

REGIONAL & MEMBERS UPDATES SAMENA TRENDS

serve by investing in new digital platforms, milestone surpassing some of the top Dubai has attributed to its success as a
5G technologies and global brand building renowned regional brands.” Etisalat as a brand in the region. As the premier digital
initiatives. “Inspired by our ambitious and brand has played a growing role in fulfilling services and telecommunications partner
digitally fueled vision ‘Driving the digital the UAE’s National Innovation Strategy of Expo 2020 Dubai, Etisalat is prepared to
future to empower societies’ Etisalat and its dominant influence in shaping deliver the event’s visitors and delegates
has taken the lead in the launch of 5G in the region’s digital future are behind 5G connectivity that brings the Expo
MENA opening a world of opportunities its continued success. Operating in 16 themes to life for the 25 million expected
and spurring innovation in the government countries with 148 million subscribers visitors. Several factors have attributed
and industries providing a platform to across Asia, Middle East and Africa, to the success and growth of Etisalat’s
enable future technologies to become an Etisalat’s success can also be attributed brand value mainly driven by an innovative
integral part of our economy and lifestyle. to its continued efforts in developing its customer service strategy, adapting well
This achievement also reinforces the customer loyalty programmes, sports to a digital savvy marketplace, leading
synergy of operating companies across sponsorship commitments and in driving the 5G revolution and the successful
our footprint, creating brand loyalty the digital future to empower societies. launch of global brand building initiatives.
and enhanced engagement with our Etisalat pioneering 5G efforts in the Etisalat has also led digital innovation in
customers. Thanks to the UAE leadership’s region and delivering one of the fastest, the country by working on several digital
support, vision and encouragement that smartest and best-connected places on initiatives in infrastructure, entertainment
helped Etisalat achieve this significant earth during the global mega Expo 2020 and smart cities. Etisalat has reached out
and engaged with its consumers across
markets with global branding initiatives by
sponsoring global football teams and clubs
aligning with the brand’s priorities of being
at the forefront of major sporting events.
Etisalat also launched the new positioning
campaign ‘Together Matters’ to highlight
togetherness among its subscribers
in today’s world of connectivity. Brand
Finance, is the world’s leading independent
branded business valuation and strategy
consultancy, and is the organisation behind
the Global 500 Brands and Telecom 300
league table of the world’s biggest brands
ranked by their brand value, assesses the
dollar value of the reputation, image and
intellectual property of the brand.

Etisalat Launches First OpenRAN Network in MENA Region

Etisalat has announced the successful vRAN technology vendors. The solution methods. Additionally, network capacity
launch of open virtual Radio Access combines scalability enhancement and augmentation and optimization is
Network (Open vRAN), becoming the virtual networks achieved by integrating enhanced by the simplification of nodes
first operator in MENA to achieve this equipment from various vendors. Using and enabling new automated methods and
technological feat. By supporting Open commercial off the shelf (COTS) hardware AI algorithms. Saeed Al Zarouni, Senior Vice
architecture, Open vRAN technology from third parties, Etisalat is transforming President, Mobile Network at Etisalat, said:
accelerates the delivery of mobile the hardware network to a software-based “Keeping in line with Etisalat’s strategy
networks. The technology is the foundation one. The vRAN architecture approach of ‘Driving the digital future to empower
of next-generation wireless infrastructure decouples the programmable RAN software societies’, deploying the Open vRAN is vital
driven by innovation and open standards. elements from the hardware, allowing in enabling digital transformation aimed at
Today’s announcement demonstrates generally available hardware (generic increasing efficiencies and the utilization
Etisalat’s strong commitment to sustaining pre-processer) and server platforms to of AI. Today’s announcement is aligned
its technological leadership, by bringing in process the RAN software. This results in with UAE’s objectives of achieving digital
such technological advances. Etisalat has deployment flexibility, scalability, agility, transformation with the deployment of
become one of the first operators worldwide energy efficient networks through reducing best-in-class technologies. Etisalat now
to launch this technology. The success of hardware elements on the network. plans to roll out Open vRAN across the UAE
this deployment by Etisalat was possible Open vRAN approach reduces time to to take full advantage of all the benefits
with the collaboration of Etisalat partners market, as it is quicker to deploy mobile that this new technology offers.”
Altiostar, NEC, Cisco and other leading networks than traditional deployment

22 JANUARY 2020