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Etisalat UAE, branded as etisalat by e&, has successfully implemented an end-to-end MS Teams Direct Routing in the UAE for Juma Al Majid Holding Group, supporting the digital transformation journey of the group by moving from an on-premise legacy telephony to a cloud-based solution.

The implementation follows e&’s recent unveiling of “etisalat by e&” as the new brand identity for Etisalat UAE, in line with the Group’s positioning as the global technology and investment conglomerate that digitally empowers people and societies, highlighting the company’s creative offerings that best support its customers’ requirements and experience.

Etisalat by e& is providing a hosted end-to-end solution including voice infrastructure, managed Session Border Controller (SBC) and MS Teams integrated with MS Office 365. This will offer interoperability by delivering calls directly to Juma Al Majid’s business locations with MS Teams as an office phone system, making the workforce more productive. This is in line with Juma Al Majid Holding Group’s future goal of adopting a fully agile way of working and seamless interaction with the installation of softphones on mobile, thus eliminating the traditional desk phones and giving employees the freedom to communicate and collaborate from any location, thus leading to higher productivity between cross-functional teams.

Jawad Abu Farha, Group Chief Information Officer, Juma Al Majid Holding Group highlighted that this implementation is an essential building block in the group’s digital journey as the organization      transitions to the cloud for all its operations. “The group’s partnership with Etisalat by e& is supporting our journey in achieving our strategic digital goals. The deployment of this end-to-end solution is the first in the country, and we are proud to have set a benchmark for our peers in adopting this agile solution that enables cross-functional team productivity and increases operational efficiency,” he stated.

Etisalat by e& operates and manages the most advanced network and voice infrastructure in the UAE, but it also brings robust end-to-end managed solutions to its government and enterprise customers. Moreover, in its position as a leading digital enabler, it gives large-scale organizations like Juma Al Majid ample leverage to fast track their journey to the cloud, facilitating faster time to market and supporting multiple lines of businesses.

Ragi Magdy, Senior Vice President, Enterprise Sales, Etisalat UAE said, “We are committed to enhancing customer experiences across all our business operations at e&, by ideating, designing and delivering a range of innovative technologies that make a difference. We are proud of our partnership with Microsoft to deliver the first end-to-end MS Teams Direct Routing solution in the UAE to our long-term customer Juma Al Majid Holding Group. This reinstates Etisalat’s capabilities as an ICT conglomerate that combines technological competencies with robust telecoms expertise for a brighter, digital future. The implementation of this project highlights our 24x7 fully managed operational capabilities and epitomizes      our strategic vision of driving the digital future to empower societies. We look forward to working closely with Juma Al Majid Holding Group as they adopt innovative technology solutions across their business segments, ultimately driving positive change across their operations.”

e& has grown from offering ‘voice’ and connectivity to becoming the digital champion that offers customer delight and unlocks shareholder value. Its recent evolution into a global technology conglomerate is backed by strong financial performance, historical achievements and several milestones. The Group has already demonstrated its robust digital transformation leadership by maintaining its 5G network capabilities, investing in innovative technologies, deploying megaprojects and engaging in strategic partnerships. Through its transformation, e& is creating limitless possibilities built on connections, smart connectivity and collaboration.

Etisalat Group has changed its brand identity to e&, effective from 23 February 2022. Its strategy aims to accelerate growth through the creation of a resilient business model representing the Group’s main business pillars.

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