During the rebranding event, Etisalat CCO Ahmed Yahia said that Egypt is the second largest market for the company after the UAE, comprising 100 million users.
“Egypt has significant potentials; including its expansion in financial inclusion, the mega projects that are being implemented, along with the wide-scale investment opportunities the state offers. That’s why we are aiming to expand in the local market in telecom and other technology solutions,” Yahia explained.
He also added that the new logo will be placed on all of Etisalat’s stores in the market over the coming few days.
Furthermore, he noted that the unveiling of the new brand identity comes at an opportune time while e& progresses towards its ambitious vision by seizing new acquisition opportunities and strategic partnerships.
For his part, Group CEO of e& Hatem Dowidar said that the rebranding of Etisalat Egypt’s corporate identity aims to create harmony within the group’s telecommunication brands and align with its transformation journey and refreshed positioning, especially with regard to accelerating value generation through innovation and digitisation.
“We aim to contribute to strengthening Egypt’s digital economy and help create even more opportunities. The brand identity change is in alignment with our strategy to enhance Etisalat’s leadership position in Egypt’s telecommunications market through innovative solutions and principles that make a tangible difference to our people, shareholders, and investors,” Dowidar added.
Additionally, CEO of Etisalat Egypt Hazem Metwally stated that the new brand identity leverages Etisalat’s leadership position in the Egyptian market with its state-of-the-art infrastructure, robust operations, and strong partnerships built upon years of sustainable growth and continuous commitment to innovation.
“Over the past 15 years, we have achieved a lot in creating value for our subscribers, shareholders, people, and communities. Our story of success is one that we want to continue to follow in the future in our new brand evolution and continue to re-invent ourselves so that we can make a difference in the market,” Metwally added.
Etisalat Group changed its brand identity to e& as of 23 February 2022 with the aim of expanding in other activities related to technology in general rather than focusing only on telecom services.