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Samsung Gulf Electronics and e& UAE, the telecom arm of global technology group e&, have signed a landmark Memorandum of Understanding (MoU) at The Mobile World Congress (MWC) 2025 in Barcelona, Spain. The agreement aims to advance AI-powered innovation, revolutionize device experiences, and enhance smart home integration, marking a significant step towards transforming digital experiences for consumers across the UAE.

The strategic partnership will explore innovative solutions that focus on AI-driven connectivity, exclusive device launches, enhanced eSIM capabilities, and integrated smart home experiences. The collaboration is set to redefine connectivity standards and deliver unprecedented value to consumers by leveraging the strengths of Samsung's cutting-edge devices and e& UAE's advanced telecom infrastructure.

Driving AI-Powered Innovation

As part of the agreement, Samsung and e& UAE will focus on developing next-generation AI-powered connectivity solutions tailored specifically for Samsung devices. This initiative aims to optimize user experiences through integrated AI applications, enabling consumers to enjoy seamless connectivity and enhanced digital services.

Commenting on the collaboration, DooHee Lee, President of Samsung Gulf Electronics, said:
"This strategic alliance represents a significant step forward in our vision to radically transform how customers experience technology in their daily lives. By combining Samsung's device innovation with e& UAE's seamless connectivity experiences, we're creating a powerful ecosystem that will deliver unprecedented value and experiences to consumers across the UAE."

The integration will include AI-powered services that optimize the performance of Samsung's ecosystem of devices, offering consumers a streamlined and intelligent digital experience. The collaboration also aims to enhance connectivity solutions and support smart home integration, making technology more intuitive and accessible for users.

Enhancing eSIM Experience and Device Services

The MoU outlines a comprehensive approach to improving device management through advanced eSIM capabilities. This includes enabling seamless number transfers between devices, eliminating traditional migration barriers, and offering push notification services for easier device management.

Khaled ElKhouly, Chief Consumer Officer of e& UAE, emphasized the impact of the partnership, stating:
"This collaboration with Samsung represents our shared commitment to bringing world-class digital experiences to our customers. As an AI-powered telco, we will work closely to combine our consumer value propositions with Samsung's cutting-edge devices, creating an ecosystem that will set new standards for connectivity, entertainment, and smart living across the region."

Additionally, Samsung Care+ services will now be fully integrated across all device categories, allowing customers to seamlessly access device protection services, ensuring improved customer support and after-sales services. This integration aligns with Samsung's vision of offering enhanced consumer experiences and e& UAE's mission to lead digital transformation in the region.

Expanding Smart Home Integration

The collaboration will also focus on integrating smart home ecosystems, offering seamless interoperability between Samsung's SmartThings platform and e& UAE's connectivity services. This will enable consumers to control smart home devices, including home appliances, security systems, and connected devices, from their Samsung smartphones, ensuring a smoother, smarter lifestyle experience.

Future Roadmap and Strategic Goals

The signing of the Memorandum of Understanding marks the beginning of a long-term partnership aimed at driving innovation across multiple business domains. Both companies are committed to fostering AI-powered solutions, promoting smart home integration, and improving overall connectivity in the UAE.

Moving forward, Samsung and e& UAE plan to:

• Enhance AI-powered connectivity solutions across Samsung devices.
• Streamline eSIM activation and device migration.
• Offer exclusive device launches tailored to the UAE market.
• Expand smart home integration to improve customer convenience.

This partnership is aligned with UAE’s strategic digital transformation agenda, driving forward a vision where AI-powered technologies become a key enabler of everyday life for consumers.

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