Etisalat Is Back: e& Revives Iconic Telecom Brand

UAE telecommunications giant e& is returning to its original Etisalat name, reversing the group-level rebrand introduced in 2022 as it marks five decades of operations and enters what it describes as a new era shaped by artificial intelligence. The announcement represents a major shift in the group’s corporate identity, bringing back the Etisalat name that has been associated with the UAE’s telecommunications development since the company was established in 1976. In an official statement, the co