e& goes back to the Etisalat name as it marks 50 years

The UAE telecoms group e& is going back to the name it started with. The company announced on Tuesday 6 October, in a filing to the Abu Dhabi Securities Exchange and on its own channels, that it will again be called Etisalat. The move is timed to its 50th anniversary.

The group dropped the Etisalat name for e& in February 2022, when it set out to become a wider technology and investment group. In its announcement the company said Etisalat is the name it is "taking forward", one that reflects its heritage, its strategy and its ambition for the AI era. The company says it serves more than 250 million subscribers in 38 countries.

The announcement covers the name only. The reports seen do not mention any change to plans, contracts or accounts, and customers have not been asked to do anything.