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This report is one of a series of studies of the digital strategies of major operators around the world. It assesses Etisalat’s digital strategy, its digital-service developments and deployments, and the performance of and prospects for the group’s digital businesses.


  • Digital services are becoming key in enabling operators to remain relevant and profitable in the current telecoms market.
  • The key to this growth lies in strategic partnerships, further investment in data networks, and innovation.

Features and Benefits

  • Identifies the main driving forces behind digital innovation.
  • Evaluates Etisalat's digital strategy.

Key questions answered

  • How has Etisalat structured digital services within its organization?
  • How does digital innovation vary across the group's markets?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Digital footprint

  • Geographical footprint
  • eLife

Market dynamics

  • UAE
  • Saudi Arabia
  • Egypt
  • Nigeria
  • Morocco

Digital service developments

  • Organizational shift to digital
  • Partnership with Telefonica
  • Digital service launches

Digital strategy results

  • Revenues
  • Mobile payment transactions


  • Further reading
  • Author

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