According to the study, Etisalat is the most valuable technology brand in the Middle East with a brand value of AED 11.4 billion and a ‘very strong’ brand strength rating of AA-. It is one of just three Middle Eastern companies listed and the leading telecommunications brand.
Etisalat was recognised for enhancing its brand value through the introduction of innovative products and services such as its mobile healthcare and m-Commerce initiatives which help accelerate the social and economic development of the communities it serves.
“Etisalat is a rapidly growing emerging market brand that is developing increased levels of awareness in developed markets,” commented Gautam Sen Gupta, managing director, Brand Finance Middle East. “In order to grow in new markets, Etisalat has demonstrated an ability to innovate to solve local market challenges and it actively takes a position of leadership in its sector.”
Mobile commerce technology is an example of how Etisalat is using innovation to accelerate social and economic development in its 17 markets of operation. The company’s m-Commerce platform gives un-banked and under-banked customers the ability to trade, pay for goods and services and transfer remittances to home countries via their mobile devices. Last year more than AED 6.6 billion was transferred through Etisalat’s mobile money transfer facility.
Etisalat’s customer centric approach to delivering innovative products and services helps transform communities is a key reason behind its success which has been recognized with numerous international awards.
Last month Etisalat has won an unprecedented three GSMA Global Mobile Awards, including two for its Mobile Baby healthcare initiative in the ‘Best Mobile Health Innovation’ and ‘mWomen Best Mobile Product’ categories, and the ‘Best Mobile Money Innovation’ award for its Etisalat Commerce platform that is helping make financial services accessible to millions of people across the region.