Etisalat UAE, part of e&, today announced its unique partnership with Samsung to become the master distributor for the entire range of smart devices and solutions and operate the marketing, supply and distribution of its products.

The Memorandum of Understanding (MoU) is in line with e&’s commitment to delivering outstanding holistic experiences to all customers. It was signed on the sidelines of the Mobile World Congress (MWC) in Barcelona last week in the presence of senior executives from both e& and Samsung.

The partnership will ground Samsung as one of the leading brands in the UAE while positioning e& as the primary digital age retailer for Samsung Gulf. It will extend Samsung’s exclusive products and offerings to more than 40 categories to include their entire consumer and business portfolio, such as smart home solutions, enterprise solutions, accessories, and more.

The move will make Etisalat UAE the biggest player for Samsung products in the region, also opening the way for introducing value-added services powered by Samsung technology.

Khaled ElKhouly, Chief Consumer Officer of Etisalat UAE, said: “This strategic partnership is aligned with our vision to become a global technology player, through innovative partnerships and more tailored and unique propositions for the benefit of our customers. The MOU will take our relationship with Samsung to the next level as we enhance the value we bring to customers while working in synergy to deliver smart digital solutions for the people and companies we serve across various verticals.”

Seong Hyun Lee, President, Samsung Gulf Electronics, Samsung said: “Our partnership with Etisalat UAE, part of e& is one drawn by resilience and continuous strife for innovation as we expand our solutions to the entire UAE, catering not only to the mobile phone demand but our entire range of smart devices – effectively responding to our customer expectations and needs. This MoU represents yet another milestone in our ongoing partnership and I am delighted to partake into the new digital era together.”

Etisalat UAE, part of e& has been working closely with Samsung Gulf since the beginning, bringing exclusive launches and offerings, including a 36-month instalment plan, the first of its kind in the market. The opportunity set by this renewed partnership for direct supply and distribution development is a milestone and presents a vast growth potential.

Currently, Samsung is the strategic smart devices vendor to Etisalat UAE creating immense value for its customers whilst catering to all their device requirements through its leadership in new technology and flagship sales in UAE.

Etisalat Group has changed its brand identity to e&, effective from 23 February 2022. Its strategy aims to accelerate growth through the creation of a resilient business model representing the Group’s main business pillars. The telecom business currently continues to operate led by Etisalat UAE in e&’s home market and by existing subsidiaries for international operations, upholding the Group’s rich telecoms heritage, bolstering the strong telecoms network and maximising value for the Group’s various customer segments. Ramping up the digital services for individual customers to elevate their digital-first lifestyle, e& life brings next-generation technologies through smart connectivity platforms in entertainment, retail and financial technology. To enable the digital transformation of governments, large-scale enterprises and corporates, e& enterprise focuses on maximising value through its end-to-end solutions in cybersecurity, cloud, Internet of Things (IoT) and Artificial Intelligence (AI), as well as deploying mega projects. e& capital allows the Group to focus its efforts on driving new mergers and acquisitions while maximising shareholder value and strengthening global presence.