e&, the UAE’s leading telecommunication operator, and Huawei, a global technology leader, have announced a strategic collaboration and groundbreaking milestone within the 5G era and technological landscape.
The strategic partnership introduces New Calling solutions and the region’s first 5G-Advanced (5G-A) Network Data Analytics Function (NWDAF)-based Intelligent Personalized Experience Service.
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The Future of Connectivity
e& UAE and Huawei’s NWDAF marks the first commercial deployment of advanced technology in the Middle East, solidifying both companies’ leadership in adopting modern technologies.
Khaled Al Suwaidi, Senior Vice President of e& UAE’s Core Network and Platforms, stated, “This exciting new technology will allow e& UAE to enhance its 5G network by using real-time data and AI-driven insights to deliver a customized and optimized experience for users. Whether it’s ensuring faster downloads, smoother streaming, or uninterrupted video calls, e& UAE's network will now intelligently adapt to meet each customer’s unique needs. This personalized approach redefines how people experience mobile networks, ensuring that every user enjoys the best possible service based on their preferences and behaviors.”
Leveraging the power of 5G technology, the new Intelligent Personalized Experience can detect changes in internet access and adjust in real time, delivering enhanced speed and quality. Services are also prioritized, enabling seamless and uninterrupted experiences.
In addition, personalized notifications via SMS will keep customers informed of the network’s performance.
Huawei’s NWDAF technology leverages the capabilities of artificial intelligence (AI) and machine learning (ML) to analyze and manage network performance, ensuring a network experience that is fast, reliable, and tailored to the customers’ specific needs.
Wang Lei, the President of Huawei e& Global Key Account, said, “We are proud to partner with e& UAE to introduce the region's first 5G-Advanced NWDAF-based Intelligent Personalized Experience service, a major step in the evolution of 5G technology in the Middle East. This collaboration is a testament to our shared vision of leveraging cutting-edge innovation to bring unprecedented, personalized experiences to consumers and industries alike. By integrating advanced analytics and AI-driven solutions into 5G networks, we are enhancing connectivity and paving the way for smarter, more intuitive, and differentiated services that will redefine how people and businesses interact with technology."
Furthermore, the NWDAF collects and analyzes data to ensure networks can adapt to the ever-evolving needs of users.
As a leader in the UAE’s telecom sector, e& stands at the forefront of advancing 5G technology and adopting new technologies, particularly those powered by AI. New service offerings, including the Live Broadcast Package, allow customers to experience real-time streaming experiences, even in challenging network conditions.
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Transforming the Communication Landscape
The strategic partnership also introduced innovative solutions focusing on Voice over New Radio (VoNR) technology, promoting a more efficient and intelligent voice network.
Commenting on the new solution, Suwaidi stated, “Together with Huawei, we are poised to redefine how users experience calling services. Our focus on New Calling will not only enhance the user experience but also create a more efficient and integrated communication ecosystem.”
Moreover, Lei added that the collaborative efforts being leveraged to introduce New Calling services are transforming how users perceive traditional carrier calling services. The initiative aims to provide voice communication and a comprehensive suite of interactive calling solutions, improving the overall service experience.
The New Calling project includes innovative services such as visualized voice calling, an enterprise visible hotline, remote assistance, an AIGC Avatar, and real-time translation, providing users with an enriched communication experience and efficiency in business-to-business (B2B) and business-to-consumer (B2C) interactions.
Recognizing the significance of the shift from traditional voice to video and immersive communications, e& UAE and Huawei are leveraging advanced technologies, including IMS Data Channel, AI, and Augmented Reality (AR), enhancing calling services.
Through this initiative, e& and Huawei are creating a sustainable ecosystem, enabling service innovation and value among its users.
e& and Huawei’s partnership demonstrates their collaborative commitment to investing in the future of connectivity and enhancing network experiences, consequently, driving innovation and sustainability across the telecom industry.
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