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UAE and Huawei have announced a landmark development in their 5G journey with the introduction of the region’s first Intelligent Personalized Experience service powered by Huawei's Network Data Analytics Function (NWDAF) technology. This innovation marks the first commercial deployment of its kind in the Middle East, enhancing user experiences by leveraging real-time data analytics and AI-driven insights.

Khaled Al Suwaidi, Senior Vice President of Core Network & Platform at e& UAE, expressed his enthusiasm for the collaboration, stating, “This advanced technology allows e& UAE to optimize its 5G network by adapting in real-time to deliver a superior and customized experience for each user. From faster downloads to smoother streaming and uninterrupted video calls, our network will now intelligently adjust to meet every customer’s unique needs.”

Wang Lei, President of Huawei e& Global Key Account, echoed this sentiment, saying, "We are proud to partner with e& UAE to introduce this groundbreaking service. This collaboration highlights our shared vision to bring cutting-edge 5G innovation to the Middle East, setting a new standard for personalized connectivity and transforming how both consumers and businesses interact with technology."

What Customers Can Expect

This new service will enhance the daily experiences of e& UAE users, providing features such as:

• Real-time network optimization based on user behavior.
• Prioritized services ensuring seamless experiences during high-demand periods.
• Personalized notifications, such as performance improvements or speed boosts, keeping users informed about their network performance.

The technology is powered by Huawei’s NWDAF, which uses artificial intelligence and machine learning to manage and optimize network performance, offering tailored services for both casual and heavy data consumers.

Leading the Future of 5G Innovation

e& UAE has consistently been a pioneer in adopting new technologies, and this latest development solidifies its role in shaping the future of 5G in the region. The deployment of 5G-Advanced technology, based on the 3GPP R18 standard, will not only improve network performance but also open up new possibilities in industries such as healthcare, education, and entertainment, enabling smarter service delivery.

Setting a New Standard for Network Intelligence

At the core of this innovation is Huawei’s NWDAF, which enables the 5G network to become more intelligent and responsive. By analyzing network data in real-time, it ensures the network adapts to users’ needs, even in high-traffic areas or under heavy load. VIP users can expect an enhanced experience, with the system prioritizing their service quality during peak times.

Looking to the 5G-Advanced Future

e& UAE is preparing for the next evolution of 5G, with plans to roll out 5G-Advanced technology commercially. This will bring even more innovative services, including a Live Broadcast Package that guarantees flawless real-time streaming, even in challenging conditions.

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