Samsung Gulf Electronics and e& UAE, the telecom arm of global technology group e&, have signed a Memorandum of Understanding (MoU) at The Mobile World Congress in Barcelona. This strategic partnership aims to leverage artificial intelligence to enhance customer experiences and drive digital transformation across multiple business domains.
The collaboration will explore initiatives including AI-powered connectivity solutions, exclusive device launches, advanced eSIM capabilities, and integrated smart home experiences. These efforts align with both companies’ commitment to technological innovation and aim to set new standards for connectivity, entertainment, and smart living across the region.
Khaled ElKhouly, CCO of e& UAE, expressed, “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 with Samsung to combine our consumer value propositions, creating an ecosystem that will set new standards for connectivity, entertainment, and smart living.”
DooHee Lee, President of Samsung Gulf Electronics, added, “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 partnership focuses on several key initiatives, such as developing next-generation AI-powered connectivity solutions optimized for Samsung devices with integrated AI applications. Customers will benefit from value-added services, including Smile and Go Learning, and seamless integration of Samsung Care+ across all device categories. Additionally, the eSIM experience will be enhanced with new number transfer functionality and push notification solutions to simplify device migration.
e&, formerly Etisalat, is a UAE state-owned telecommunications company and one of the largest mobile network operators globally. With a strong market presence and a commitment to innovation, e& continues to lead advancements in mobile connectivity and digital transformation in the region.
This collaboration marks a significant milestone in the ongoing efforts of both companies to bring cutting-edge digital experiences to consumers in the UAE and beyond, positioning them as leaders in the AI and digital space.
About Samsung Gulf Electronics
Samsung Gulf Electronics is a key player in the region’s consumer electronics and mobile industry, delivering cutting-edge technology to improve daily lives and create seamless experiences for consumers.
About e& UAE
e& UAE, formerly known as Etisalat, is one of the region’s leading telecom providers, offering a wide range of services across mobile, broadband, and cloud solutions. The company is dedicated to advancing digital transformation and innovation in the UAE.
