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Summary

Etisalat UAE has launched a new online portal dedicated to digital services, providing information on the group’s digital services and the digital industries in which they are active. The portal not only increases the transparency of Etisalat’s digital initiatives, but highlights the operator’s focus on being at the forefront of the digital industry both in its home market of the UAE and across its operations in the Middle East and Africa.

Etisalat advances digital development by launching a digital-specific portal

Etisalat UAE’s new online portal, http://www.etisalatdigital.ae, focuses on digital services and developments for the enterprise and public sectors. The operator had already established a digital business unit in 2016 to develop its position in the cloud computing, Internet of Things, mobile application, and big-data arenas. The new portal highlights a shift in Etisalat’s strategic focus on digital, indicating that digital services are becoming more of a primary strategic focus for the operator than traditional telecoms services.

Etisalat is aware of the revenue potential in digital and has been focused on exploiting this opportunity since 2013. Over the last year, cloud services, e-health, and e-education have featured prominently among the operator’s digital services, all of which are explained in detail on its digital services website, giving transparency into the group’s digital initiatives, solutions, and industries. Potential customers can contact Etisalat’s digital unit directly via the website, which will help Etisalat take advantage of partnership opportunities, in turn increasing the potential value generated by its digital services.

According to Salvador Anglada, Etisalat’s chief business officer, the digital market in the UAE is predicted to be worth AED50bn in the next five to seven years, and Etisalat needs a bigger push in its organizational structure toward digital to maximize growth potential in this market. The launch of a website dedicated to digital services addresses this opportunity and highlights the increasing importance of digital services in the telecoms industry in the Middle East and Africa.

The next step for Etisalat is to further develop the information available on its website and to provide guidance on digital service KPIs. At present, these figures are not publicly disclosed, obscuring the way in which digital is affecting the operator’s overall performance. Providing information on digital KPIs will by default increase the accountability of Etisalat’s digital unit and in turn encourage better digital performance.

Appendix

Further reading

Digital Profile: Etisalat Group, TE0009-001617 (April 2017)

Middle East Market Outlook, 2Q17, TE0015-000432 (April 2017)

Author

Mai Barakat, Senior Analyst, Middle East and North Africa

mai.barakat@ovum.com

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