e& UAE leverages the full flexibility of the NTS Retail platform

e& UAE and NTS Retail share a longstanding partnership during which many innovations have been introduced to the e& stores around the country. The most recent initiative culminated in the successful transition to NTS commerce platform, which was concluded in 2023. This digital transformation project enables e& UAE to run its stores on a state-of-the-art platform that is integrated and ready for modern cloud operations.

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e& UAE

  • Telecommunications provider in the United Arab Emirates
  • Serving 14 million subscribers and over 300,000 enterprise and government customers
  • www.etisalat.ae

Product portfolio

  • Telecommunications services (fiber network, fixed-line, and mobile)
  • Digital entertainment, smart living and digital lifestyle offering
  • Connectivity solutions for business customers across all industries


  • Transitioning highly specific requirements into a platform-based architecture
  • Managing highly integrated deployments in parallel implementation tracks
  • Integrating a wide variety of means of payment (incl. loyalty)


  • Accelerated and simplified retail processes
  • Decreased waiting times for customers
  • Error reduction due to multi-level approval processes
  • System-spanning processes executed from a central front end
e& UAE Shop

“By making the transition to NTS Retail’s platform solution, we can now rely on a state-of-the-art back end to run our in-store transactions. The team at NTS Retail understands how we want to orchestrate our BSS operations and with the new tech stack in place, we are experiencing better flexibility and find it easier to integrate new process flows.”

Amr Khalifa / Sr. Vice President Customer Interaction & Product Development / e& UAE

Care to learn more?

Download the full Case Study and learn more about the implemented solution and customized functionalities.

Khaireel A. Mohamed

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