Page 64 - SAMENA Trends - June-July 2020

ARTICLE SAMENA TRENDS

Etisalat on its part has continuously focused on innovation
as part of its strategy ‘Driving the digital future to empower
societies’ embedded within its DNA manifested across the
business.

Dr Ahmed bin Ali, Group Senior Vice President, Corporate
Communications, Etisalat takes us through the success journey
and the evolution of connectivity over four decades

The beginning of the telecom revolution
In 1976, Etisalat began its journey on the formation of the UAE
as the first national telecom provider and then launching the
first mobile network. With technology evolution and as the
needs of consumers evolved, in 1986, the first optic network
was launched setting a path for next generation services.
The year 1989 also witnessed the launch of the Etisalat
University (now Khalifa University). This was in line with our
overall digital vision and strategy that encouraged strategic
learning in futuristic technologies and play an essential role in
shaping the talent landscape and identifying the right skill for
new technology.

The culture and collaboration within the organisation based
on our core values have helped build future capabilities, skills
bridging the gap between current and future digital requirements
and accelerate digital learning expertise.
Transforming the network
With the beginning of the next decade, Etisalat has set global
strides by diversifying its business, making a bigger impact
with 5G technologies and laying the foundation for the next
generation of technology.

This was all possible due to the solid groundwork by our
predecessors in the 90s and leading the way in the regional and
digital telecom sector. In 1994, Etisalat launched its first GSM
network in the Middle East with the SMS service becoming a
platform for various businesses and verticals to move away
from traditional advertising platforms.

The 90s witnessed a revolution in the telecom sector, with
Etisalat offering internet services for the first time in the region
in 1995 and the first broadband internet service via ADSL
technology in 1999. This laid the foundations for the future of
digital services and solutions for generations to come.

With the launch of path breaking services in the 90’s there was
no looking back, consumers for the first time experienced cable
TV services, mobile data, MMS and 3G.

The year 2000 witnessed the launch of the first cable TV services
from e-vision and Etisalat Academy a provider for telecom and
technology training. In 2002, Etisalat consumers experienced
mobile data on a GPRS (General Packet Radio Service) network
enabling data transfers through cellular networks giving them
an opportunity to use it for mobile internet, MMS and other data

64 JUNE-JULY 2020