A. SREENIVASA REDDY (ABU DHABI)
Emirates Telecommunications Group Company is bringing back its longstanding “etisalat” identity as the UAE telecom group marks its 50th anniversary.
“‘etisalat’ is the name we are taking forward — a name that reflects our heritage, our strategy and our ambition for the AI era,” the company said in a stock market disclosure.
“Etisalat means connection. For fifty years, that purpose has guided what we build and the role we play,” the statement said.
“Today, it carries even greater significance as we bring connectivity, digital capabilities and infrastructure together to enable new opportunities,” it added.
The company said it would use the new “etisalat” identity in the Group’s communications.
A promotional campaign launched on the occasion of the 50th anniversary said: “As we begin our next fifty, we do it under the name we started with, the name you’ve trusted for five decades.”
“In 1976, a young country set out to connect its emirates to one another and to the world. We were founded for that purpose, with a name that, at its root, means to connect,” the campaign said.
For the past several years, the UAE telecom group has operated under the e& identity. The latest disclosure, however, does not specify whether the e& identity will continue to be used in any form alongside “etisalat”.