Yesterday, Emirates Telecommunications Group (Etisalat) won the title of the strongest service brand in the Middle East and Africa region, and it was considered the strongest brand in the telecommunications sector in the Middle East and Africa by the global brand agency.

A statement issued yesterday stated that this classification was thanks to the group’s innovative strategy to enrich the customer experience and its ability to adapt quickly to the dynamic digital variables in the markets in which it operates, as well as its successful initiatives in spreading the brand globally, and to enhance interaction with customers.

The value of the set

According to the "Brand Finance" report, which is specialized in the field of evaluation and business consulting, the value of the brand portfolio of "Etisalat Group" reached about $ 11 billion (40.4 billion dirhams), pointing out that the group includes under its umbrella a number of brands, such as: “Egypt Telecom”, “Afghanistan Telecom”, “Mobily” in Saudi Arabia, “Morocco Telecom”, as well as “Ufone” and “PTCL” in Pakistan.

The statement emphasized that «Etisalat» has also maintained its regional position, as the strongest brand in the telecom sector in the Middle East and Africa for the fourth year in a row.

The value of the brand of Etisalat also increased to reach 8.5 billion dollars (31.2 billion dirhams), as it is the most valuable service brand in the Middle East and Africa region. The statement pointed out that «Etisalat» is the only brand in the telecommunications sector that maintains the AAA rating of the brand.

The first sign

David Haye, the founder and CEO of Brand Finance said: “We are delighted that (Etisalat) is the first service brand among 500 other brands for the third time in a row, as it won this rating after its significant and concrete efforts in advancing comprehensive innovation, Until it became one of the world leaders in this field, which contributed to reaching the value of its brand portfolio around $ 11 billion.

He added, "This is evident through the wide range of innovative digital solutions that we are witnessing every year, through Etisalat's periodic participation in (GITEX), as well as its success in spreading and enabling the fifth generation network in the UAE, which will be The main pillar of the Expo 2020 Dubai exhibition, which kicks off next October.

Digital future

For his part, the CEO of Etisalat Group, Eng. Saleh Abdullah Al-Abdouli, said that reaching the summit is easier than preserving it. Today, with the regional leadership of the Etisalat brand, it confirms the effectiveness of the tireless efforts made by the group in the societies it serves, through Investing in modern technologies such as the fifth generation network, in line with our ambitious strategy of “leading the digital future to empower societies”.

He added: “(Etisalat) is proud to have been a pioneer in launching the fifth generation network at the level of the Middle East and North Africa, which opens up opportunities for promising opportunities and a catalyst for comprehensive digital innovation across different sectors, as it incubates the most important future technologies that will be an integral part of our economy. Our business process, which achieves complementarity between the companies of the group, increases the interaction of customers and enhances brand loyalty. ” Al-Abdouli thanked the leadership of the state for its continuous support, which stimulated the achievement of these successes and strengthened the position of "communications", until it took first place at the regional level.

Etisalat and Expo 2020 Dubai

Etisalat Group, with its presence in 16 countries in the Middle East, Asia and Africa, and the number of subscribers reaching more than 148 million subscribers, continues its determined efforts to enhance brand loyalty, as well as its active role in enabling digital capabilities at the Expo 2020 Dubai as Official communications and digital services partner.

She emphasized that it is working to prepare the event area, to be one of the fastest, smartest and best connected areas on the face of the earth, to enrich the experience of 25 million expected visitors, by enabling advanced technologies and fifth generation services on the ground of the event.

Exceptional initiatives

Etisalat plays a pivotal role in achieving the national innovation strategy in the UAE, as it adopts an ambitious strategy represented in "leading the digital future to empower societies", and works on exceptional initiatives in an effort to build advanced digital systems in the areas of smart cities and digital infrastructure.

Etisalat has also managed to enhance communication with customers across the markets in which it operates by linking the logo of “Etisalat” with the most important international sporting events and sponsoring football clubs, and launched the first joint platform at the group level under the slogan: “We are together”, with the aim of enriching The values ​​of communication in the hearts of dealers.

40.4

Billion dirhams, the value of the brand portfolio of Etisalat Group.