Leia o Full Telecoms da marca Finance 150 2023 Classificação.
E &, anteriormente conhecido como Etisalat Group, é o portfólio mais valioso de marcas de telecomunicações no Oriente Médio e na África, com uma avaliação de mais de US $ 14 bilhão em= Financeiros da marca 150 2023 ranking || 102 . In recent years, the company has undergone a rebranding and restructuring process, dividing into five distinct pillars: etisalat by e&, e& international, e& life, e& enterprise, and e& capital.
Richard Haigh, Managing Director of Brand Finance, recently sat down with Mikhail Gerchuk, CEO of e& international, to discuss e& international’s strategic priorities and the CEO's experiences over the past 16 months.
During Gerchuk's tenure, e& international has made significant progress in refining and executing its strategy. This centres around e& international becoming a global network of modern, digital telecoms.
e& international has also focused on growing its digital products and services across its markets, launching financial services, improving insurance offerings, and forming partnerships with key players like MasterCard. As a result, the company is emerging as a strong player in digital financial services, not only in the UAE but also in Saudi Arabia, Egypt, Pakistan, and other markets within its footprint.
Key Priorities: Accelerating Growth, Driving Digital Revenues, Expanding Footprint, and Synergies
When Gerchuk assumed his role, he defined four key priorities. To begin with, he sought to accelerate organic growth by prioritising the best customer experience and leveraging advanced analytics and artificial intelligence to better understand customer needs and provide relevant offerings. Secondly, e& has focused on driving digital revenues and developing a range of digital products and services for its vast customer base outside the UAE.
The third priority centred on expanding e&'s footprint through acquisitions and strategic partnerships, both within and beyond its current markets. The Partner Networks programme offers independent operators access to e& international's scale and expertise, allowing for mutually beneficial collaborations.
Finally, driving synergies within the e& international family of 16 operating companies has been a crucial focus. The company has looked to leverage its scale for procurement and carrier and wholesale activities, securing favourable terms and investing in cutting-edge digital services for its 164 million customers.
Synergies and Acquisitions: Expanding Services and Building a Super App
The synergies achieved by e& international have been exemplified through strategic acquisitions like STARZPLAY, enabling the expansion of services across multiple countries. The company is also committed to building super apps and utilising advanced analytics and artificial intelligence to enhance customer experience and provide tailored offerings.
The acquisition of a majority stake in Careem by e& offers the opportunity to expand its range of services in e& international’s footprint countries like Egypt, Pakistan, and Saudi Arabia. The acquisition aligns with e&'s strategic ambition of scaling consumer digital offerings and transforming into a global technology group. It provides access to new digital services and diverse talent and expands into new geographies and is actively working in several capacities to benefit the Super App in expanding its reach and impact in the region. The UAE's Smiles proposition serves as an advanced example of effectively managing loyalty and upselling new products or services to existing customers.
Furthermore, recognising the importance of advanced analytics and artificial intelligence (AI), e& has established an AI Centre of Excellence. The centre employs a team of data scientists and engineers who build data models for companies. These models enhance the network experience, tailor telecom propositions based on customers' usage profiles, and use data analytics to effectively upsell digital services.
Modernização do portfólio: Evoluindo da empresa de telecomunicações para empresa digital e de tecnologia
Um aspecto adicional da estratégia da E & International é a modernização do portfólio, à medida que evolui de uma empresa de telecomunicações tradicionais para uma empresa digital e de tecnologia. A ambição da marca é se tornar o centro da vida digital para seus clientes, com o super aplicativo sendo o local preferido para qualquer necessidade, serviço ou produto digital. As atualizações de marcas já ocorreram no Egito, e atualizações semelhantes estão planejadas para outros mercados. Os recentes esforços de racionalização na África Ocidental demonstram o compromisso da E & e com essa evolução. Essa iniciativa visa fornecer aos operadores que não tenham a escala e a experiência de redes maiores com acesso a serviços como gerenciamento de valor do cliente, vantagens de compras, soluções de transportadoras e atacado e serviços digitais e experiência em plataforma. Essa parceria aborda o desafio de plataformas de TI desatualizadas entre os operadores de telecomunicações. A Circles oferece uma plataforma digital moderna, ágil e orientada pela IA, que oferece uma experiência superior de telecomunicações digitais. Ao usar esta plataforma juntamente com sua experiência e conhecimento local, a E & planeja oferecer experiências digitais excepcionais aos seus clientes.
e& international has also introduced the Partner Networks programme, offering services to local and regional operators. This initiative aims to provide operators lacking the scale and expertise of larger networks with access to services such as customer value management, procurement advantages, carrier and wholesale solutions, and digital services and platform expertise.
To further enhance its digital offerings, e& international has recently formed a joint venture with Circles. This partnership addresses the challenge of outdated IT platforms among telecom operators. Circles offers a modern, agile, AI-driven digital platform that provides a superior digital telco experience. By using this platform alongside its expertise and local knowledge, e& plans to deliver exceptional digital experiences to their customers.
