Dubai — At GITEX Global 2025, Netcracker Technology announced a major milestone in its collaboration with e& UAE, the flagship telecom arm of the e& Group, marking the production readiness of an AI-powered, digital-native Business Support System (BSS). The achievement represents a significant step in e& UAE’s mission to advance customer experience, strengthen cybersecurity, and support sustainable digital transformation.
A Next-Gen BSS for a Digital-First Operator
The newly implemented Netcracker BSS enables end-to-end digital onboarding, automated fulfillment, and catalog-driven innovation for e& UAE’s enterprise (B2B) customers. This milestone streamlines the lead-to-order process, automates fulfillment for large enterprise accounts, and empowers the operator to deliver personalized, data-driven products aligned with the UAE’s digital and cybersecurity frameworks.
“Delivering end-to-end digital onboarding and automated fulfillment for our enterprise customers is a meaningful step in our BSS program,” said Marwan Bin Shakar, Acting Chief Technology & Information Officer at e& UAE. “With Netcracker’s platform, we’re improving time to market, laying the groundwork for catalog-driven offers and consistent omnichannel care, and keeping our digital core agile for future growth.”
Enhancing Customer Experience and Efficiency
The transformation program redefines how e& UAE serves its enterprise clients:
- Omnichannel experience: Unified digital interactions across all touchpoints.
- Real-time 360° customer view: Enabling better service management and insights.
- Automated service orchestration and fulfillment: Reducing manual tasks and improving accuracy.
- Open architecture and DevOps integration: Shorter testing cycles and faster rollouts.
- Fewer billing queries and simplified touchpoints: A more transparent and efficient customer journey.
These capabilities allow e& UAE to quickly introduce new digital services, accelerate time-to-market, and improve overall customer satisfaction through AI-driven operations.
AI-Powered and Agentic by Design
Netcracker has deployed its complete BSS suite, including Customer Journey Management, Product and Partner Management, and Customer Management modules, all enhanced by Agentic AI features. This enables predictive analytics, intelligent workflows, and adaptive customer engagement, positioning e& UAE for the next wave of AI-driven telecom innovation.
Bob Titus, CTO at Netcracker, stated: “Partnering with e& UAE on this complex AI-driven transformation has been an extremely fulfilling endeavor. Together, we’re redefining what a digital society can achieve through intelligent automation and customer-centric innovation.”
Future-Ready Foundations
The project also includes a centralized OTT services management platform and a unified product catalog covering CPQ (Configure, Price, Quote), order capture, and fulfillment. This forms the backbone of e& UAE’s next-generation BSS — one designed to scale rapidly, reduce operational complexity, and sustain the operator’s leadership in enterprise digital services.
