e&, formerly known as Etisalat, is a leading global telecommunications company based in Abu Dhabi, UAE, established in 1976. The company rebranded to e& in 2022 to reflect its diversification into areas beyond traditional telecom services. It operates in 38 countries, serving over 177 million customers across the Middle East, Africa, and Asia. e& provides a wide range of services, including mobile and broadband internet, cloud gaming, and Wi-Fi hotspot systems under its iZone brand. It is also known for innovative projects such as launching the world's first AI-powered autonomous telecom store and achieving record-breaking speeds on 5G networks. Additionally, the company has been expanding its international presence, acquiring stakes in businesses like Vodafone and streaming service Starzplay Arabia​