Page 24 - SAMENA Trends - November-December 2022

REGIONAL & MEMBERS UPDATES SAMENA TRENDS

Etisalat (Now Rebranded as e& at The Group Level) Named Most Valuable
‘Emirati’ Brand of the Year

Etisalat, which evolved as e&, has been named staying future-focused to empower lifestyle, e& life brings next-generation
the most valuable UAE brand of the year 2022, communities and enrich lives." Etisalat technologies through smart platforms
topping the list across all categories in the UAE by Group has changed its brand identity in entertainment, retail and financial
Kantar BrandZ, the world's leading marketing data to e&, effective on February 2022. Its technology. e& enterprise focuses on
and analytics company. Kantar's annual local and strategy aims to accelerate growth maximizing value through its end-
global brand valuation rankings combine and through the creation of a resilient to-end solutions in cybersecurity,
analyze financial data with in-depth research into business model represented by Group’s cloud, Internet of Things (IoT) and
consumer opinion of brands. They identify the main business pillars. The telecoms Artificial Intelligence (AI), as well as
most valuable UAE and Saudi Arabia’s brands and business currently continues to be led deploying mega projects, in order to
provide the most definitive and robust ranking by etisalat by e& in the Group’s home enable the digital transformation of
of consumer brands in the country. The Kantar market and e& international markets, governments, large-scale enterprises
BrandZ study includes the opinions of over 30,000 upholding the Group’s rich telecoms and corporates. e& capital allows the
consumers in the UAE and Saudi markets, looking heritage, bolstering the strong telecoms Group to focus its efforts on driving
at 695 brands in 53 categories. Etisalat received network and maximizing value for the new investments while maximizing
this recognition for its brand value for leading Group’s various customer segments. shareholder value and strengthening
the UAE’s league table with a brand value of USD Ramping up the digital services for the Group’s global presence.
11.84 billion, showing a value growth of 129 per individuals to elevate their digital-driven
cent between 2020 and 2022. As part of its growth
transformation journey, the group rebranded in
2022 to e&, to reinforce its position as a global
technology and investment conglomerate that
digitally empowers societies. The brand was also
ranked fourth in the region in the overall Top 30
UAE and Saudi brands, ahead of other well-known
UAE brands. "Being recognized as the leading
Emirati brand and the most valuable brand in the
UAE emphasizes our progressive outlook and
aspirations in transforming Etisalat into e&, a
global technology and investment conglomerate.
This reflects the growth mindset that drives us
to create a future-ready business model and
meet the growing digital needs of our consumers
and enterprise customers,” said Hatem Dowidar,
Group CEO, e&. "Our relentless efforts to remain
customer-centric and pushing the boundaries
by investing in futuristic technologies and
solutions to enhance the overall experience have
contributed to reaching such a milestone. We
are also grateful to the UAE leadership, which
has always been at the forefront of innovation
in elevating the ICT sector in the country and

e& Boosts Stake in Vodafone Group to 11%

UAE-based e& (formerly Etisalat Group) boosted the shareholding were disclosed, valuation’. In May 2022 e& announced
has announced that it has increased its however. e& said its rationale for boosting that, via wholly owned subsidiary Atlas
stake in British telecoms giant Vodafone its stake in Vodafone Group was unchanged 2022 Holdings Limited, it had acquired
Group. In a press release regarding the from when it first announced making a 2.766 billion shares in Vodafone Group,
development, e& confirmed that it now strategic investment in the company, representing 9.8% of the latter’s issued
holds 11.0% of Vodafone Group’s issued with that being ‘to gain significant share capital (excluding treasury shares),
share capital (excluding treasury shares). exposure to a world leader in connectivity at a cost of around USD4.4 billion.
No financial details of the transaction that and digital service at an attractive

24 NOVEMBER- DECEMBER 2022