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This is one of a series of digital-operator profiles analyzing the digital strategies of leading global operators. It assesses Etisalat's digital strategy, digital service developments and deployments, and the performance of its digital businesses.


  • Etisalat Group's digital drive is gaining momentum. It has revamped its strategy to reflect its digital ambitions and created Etisalat Digital – a business unit solely dedicated to developing and delivering digital services.
  • Etisalat has operationally adopted its digital strategy. It has immense technological know-how and expertise. This is evident from the fact that it is one of the first operators to launch pre-commercial 5G networks globally.
  • Etisalat's digital transformation starts with customer centricity. The company's most prominent initiative in its consumer-related digital activities is its rapid digitization of customer-engagement processes.

Features and Benefits

  • Assesses the importance of digital services for Etisalat Group.
  • Evaluates Etisalat's digital strategy.

Key questions answered

  • What are the drivers for digital services in Etisalat's key markets?
  • What are Etisalat's short-term and long-term goals for digital development?
  • How successful has Etisalat's implementation of its digital strategy been?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Regional footprint

  • Financial position

Market dynamics

  • UAE sees slower economic growth, but rising digital activity

Digital strategy

  • Etisalat sets out digital vision
  • Etisalat Digital has ramped up its activities in the UAE
  • Etisalat UAE's digital activities are customer centric and practical
  • Etisalat is replicating successes in the UAE across all major markets

Digital strategy results

  • Digital revenue on the rise
  • Increased customer base
  • Improved customer service metrics

Market outlook

  • Digital revenues and prospects


  • Author

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