e& UAE celebrates triple win at Asian Telecom Awards 2026
Enterprise innovation, premium customer engagement, and mobile excellence set e& UAE apart in the industry.
e& UAE marked a landmark achievement at the Asian Telecom Awards 2026, securing three major wins across three categories that spotlight the company’s continued momentum in innovation, customer experience, and digital transformation.
The company took home accolades for B2B Client Initiative of the Year - United Arab Emirates, Customer Service Initiative of the Year - United Arab Emirates, and Mobile App of the Year - United Arab Emirates. Together, the wins highlight the breadth of e& UAE’s progress—from empowering enterprise customers with advanced self-service tools to strengthening premium relationships and delivering seamless digital experiences at scale.
Empowering enterprises through smarter digital tools
The B2B Client Initiative of the Year - United Arab Emirates accolade recognised e& UAE’s efforts to make telecom services easier and more efficient for enterprise customers.
Through a coordinated digital programme, the company introduced more than 25 enhancements across web and mobile platforms, enabling businesses to manage their telecom services independently. Enterprise customers can now adjust plans, subscribe to add-ons, monitor billing, and access real-time dashboards without needing assisted support.
The initiative was guided by a cross-functional customer experience team focused on improving digital engagement and reducing friction across key service journeys.
As a result, support calls for several service requests declined while digital engagement increased, with more organisations actively managing their services through the platform. Add-on optimisation also improved the experience, generating a 2% increase in recurring add-on sales and reducing order cancellations by 27%.
Meanwhile, the introduction of self-service deletion for high-consumption recurring add-ons helped enterprises quickly adjust their services, reducing related support calls by 33% across large enterprise and managed SMB customers.
Delivering more personalised support for customers
The Customer Service Initiative of the Year - United Arab Emirates award recognised e& UAE’s Emirati Relationship Management programme, which focuses on providing high-value customers with dedicated and personalised service.
The programme assigns relationship managers who act as a single point of contact, helping customers navigate services, resolve issues quickly, and access tailored offers. It began with five managers supporting 1,000 accounts and nearly 4,000 party accounts before expanding to 15 managers responsible for 5,250 accounts and almost 30,000 party accounts.
This personalised approach ensures that customers receive more proactive support and faster responses when managing their telecom services.
Customer feedback reflected the programme’s impact, with the initiative achieving an average transactional NPS of 96.8 and a relational NPS of 65, indicating high satisfaction levels amongst participating customers.
At the same time, targeted campaigns linked to the programme generated AED10m in revenue, offering customers exclusive handset deals, plan upgrades, and add-on services designed around their needs.
Making everyday digital services simpler
The Mobile App of the Year - United Arab Emirates award recognised the e& App, which has become a central digital gateway for millions of customers managing their telecom services.
The app serves more than eight million customers across prepaid, postpaid, broadband, and home services, providing a single platform for payments, plan management, recharges, and service support.
With approximately 1.4 million monthly active users and around six million annual transactions, the app enables customers to manage their accounts quickly and conveniently from their mobile devices.
Adoption remains strong, with 51.9% overall user penetration, including 82.7% amongst postpaid users, 40.6% prepaid, 57.4% eLife, and 67.2% home wireless customers.
Customer satisfaction also improved, with relational NPS rising from 29.8 in Q1 to 31.3 in Q3, whilst transactional NPS increased from 73.9 to 74.8 during the same period.
New features have further improved the experience. For example, Apple Pay integration simplified payments and drove a 110% increase in add-on and recharge transactions via the payment channel, alongside a 34% uplift in average revenue per user across add-on and recharge journeys.
For e& UAE, the three wins highlight how investments in digital platforms, personalised service, and innovation are translating into more convenient, responsive, and empowering experiences for customers across the UAE.
The Asian Telecom Awards is a premier awards programme that recognises telecom companies across the Asia Pacific for their contributions to industry advancement, technological innovation, and digital infrastructure development.
The Asian Telecom Awards is presented by Asian Telecom Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for delivering cutting-edge, award-winning telco products and services to customers, please contact Julie Anne Nunez - Difuntorum at +(65) 3158 1386 ext. 242. You may also reach out via [email protected].
