e& UAE and Samsung sign MoU to advance AI-driven innovation

Samsung Gulf Electronics has announced the signing of a Memorandum of Understanding (MoU) with e& UAE, telecom arm of global technology group e&, t at The Mobile World Congress in Barcelona, Spain.

This landmark agreement establishes a framework for strategic collaboration across multiple business domains, focusing on leveraging artificial intelligence to enhance customer experiences and drive digital transformation.

The partnership will explore cutting-edge initiatives including AI-powered connectivity solutions, exclusive device launches, advanced eSIM capabilities, and integrated smart home experiences; cementing both companies’ commitment to technological innovation in the region.

Khaled ElKhouly, CCO of e& UAE, said: “This collaboration with Samsung represents our shared commitment to bringing world-class digital experiences to our customers. As an AI powered telco, we will work closely in combining our consumer value propositionswith Samsung’s cutting-edge devices, we’re creating an ecosystem that will set new standards for connectivity, entertainment, and smart living across the region.”

DooHee Lee, President of Samsung Gulf Electronics said: “This strategic alliance represents a significant step forward in our vision to radically transform how customers experience technology in their daily lives. By combining Samsung’s device innovation with e& UAE’s seamless connectivity experiences,, we’re creating a powerful ecosystem that will deliver unprecedented value and experiences to consumers across the UAE.”

The collaboration centers on several initiatives that include developing next-generation AI-powered connectivity solutions optimised specifically for Samsung devices with integrated AI applications.

Customers gain access to innovative value-added services, with a particular focus on Smile and Go Learning as well as complete integration of Samsung Care+ across all device categories. The eSIM experience will be streamlined with new number transfer functionality and push notification solutions to simplify the migration process between devices.

e&, formerly branded as Etisalat, is a UAE state-owned telecommunications company. It is the 16th largest mobile network operator in the world by number of subscribers.

On Dec.31, 2021, Etisalat reported consolidated revenue of Dhs53.3 billion and net profits of Dhs11.1 billion. The total market capitalization of the company currently is Dhs329 billion.

In May 2023, Etisalat reported revenue of Dhs13 billion for Q1. Etisalat is one of the Internet hubs in the Middle East, providing connectivity to other telecommunications operators in the region. It is also the largest carrier of international voice traffic in the Middle East and Africa and the 12th largest voice carrier in the world.

As of October 2008, Etisalat has 510 roaming agreements covering 186 countries and enabling BlackBerry, 3G, GPRS and voice roaming.

Etisalat operates Points of Presence (PoP) in New York, London, Amsterdam, Frankfurt, Paris, and Singapore. In December 2011 Etisalat announced the commercial launch of Etisalat 4G LTE Network.

In May 2018 Etisalat announced the commercial launch of Etisalat 5G LTE Network, becoming the first telecom operator in the Middle East and North Africa (Mena) region to do so.

On 24 February 2022, Etisalat Group launched a new brand identity called e&. The group also announced that it will keep the previous branding identity in the UAE and internationally.

e& is headquartered in Abu Dhabi and includes three regional offices – Abu Dhabi, Dubai, and Northern Emirates. The Northern Emirates regional centre is based in Sharjah and covers the telecom’s operations in the emirates of Ajman, Umm Al Quwain, Fujairah, and Ras Al Khaimah.

In the UAE, e& operates where mobile penetration is already among the highest in the world “200 per cent”, Etisalat became known for its efforts to roll out its Fibre-To-The-Home (FTTH) network in the UAE.

By the end of 2009, Etisalat had completed the FTTH roll-out for 85 per cent of households in Abu Dhabi, positioning the UAE’s capital as the first in the world to be covered by fibre.

etisalat by e& last year launched a white paper on the rapidly progressing development of 5G networks, representing the next frontier in wireless communication technology in the UAE.

The white paper highlights etisalat by e&’s role in the country’s transition to 5G-Advanced and its commitment to global standards. It outlines the company’s milestones, such as the launch of 5G NSA in 2019 and the subsequent announcement of 5G SA readiness in 2021, demonstrating its proactive approach in adopting advanced technologies.