What is Sales and Marketing Strategy of Etisalat Company?

Flagship and neighborhood stores across the UAE and key markets remain core for activations, device sales and enterprise consultations; post-rebrand appointment-based service and digital kiosks cut wait times by 20–30% and raised NPS.

The My Etisalat UAE app and eand.com power prepaid top-ups, postpaid upgrades, fiber orders and eSIM instant activation; digital sales in the UAE now represent an estimated 30–40% of consumer transactions with app MAUs in the multi‑million range and double‑digit YoY growth.

As a licensed wallet, e& money increased TPV and active users at double-digit rates in 2024, supporting remittances, bill pay, micro‑credit and cross-promotional acquisition loops into telco plans.

Dedicated account teams and solution architects sell managed services, cloud, cybersecurity (Help AG), IoT/M2M and private 5G; enterprise revenue and EBITDA share rose as vertical bundles and SLAs improved win rates.

Positioned as UAE’s premium telco, e& leverages 5G leadership and sovereign partnerships to target affluent consumers, enterprises and international markets while maintaining national-brand credibility.

Brand promise is to empower the connected future via faster, safer and simpler digital experiences across mobile, fiber, TV and fintech services.

Modern, minimal and modular system with consistent typography, color palette and motion guidelines to unify consumer, enterprise and international sub-brands.

Confident, progressive and reliability-focused, reflecting national pride and technological leadership in communications.

Objective—pivot perception from telco to tech-investment group using the 'Make Possible' narrative across hero films, OOH takeovers and digital explainers; Channels—TV, airport OOH, YouTube mastheads, LinkedIn thought leadership and owned retail; Results—brand awareness uplift in the UAE by double digits within 90 days, surge in corporate site traffic and positive earned media; Success factors—institutional credibility plus consumer storytelling and executive visibility.

Objective—accelerate migration to 5G postpaid and upsell premium bundles; Concept—speed/reliability vignettes tied to gaming, UHD streaming and AR navigation; Channels—performance social, influencer tech reviews, retail demos and app-only upgrade offers; Results—higher 5G device penetration, ARPU growth and lower churn for migrated cohorts; Lesson—demos plus targeted offers beat speed-only claims.

Objective—grow active wallet users and cross-sell prepaid during peak remittance season; Concept—fee waivers, instant cashback for first transfers and trust-led messaging; Channels—YouTube, TikTok, ethnic radio, in-app and POS at partner stores; Results—double-digit month-on-month increases in active wallet users and TPV during windows; Lesson—community-driven creative and culturally relevant timing maximize conversion.

Objective—grow fiber net adds and multi-product households; Concept—'Upgrade your home life' with Wi‑Fi 6/6E, whole-home mesh and smart-home bundles; Channels—addressable OOH by neighborhood, search + local SEO, SMS to copper households and sales vans for onsite conversion; Results—higher take-up in newly lit zones and improved NPS from faster install SLAs; Lesson—hyperlocal targeting plus operational readiness is key.

Objective—capture seasonal roaming revenue and reduce bill shock via simple daily roaming passes and app controls; Channels—airport OOH, app push, email and OTA partnerships; Results—increased roaming attach rate, improved satisfaction and fewer complaints due to transparent pricing; Lesson—clarity and control drive adoption.

Objective—protect trust during outages or OTT disputes using real-time status dashboards, proactive credits and executive comms; Outcome—faster sentiment recovery and reduced churn risk versus silent approaches.