Samsung Gulf Electronics has officially signed a Memorandum of Understanding (MoU) with e& UAE, the telecommunications arm of the global technology group e&, at The Mobile World Congress in Barcelona, Spain. This significant agreement establishes a framework for strategic collaboration aimed at leveraging artificial intelligence to improve customer experiences and promote digital transformation across various business areas.

The partnership will focus on several innovative initiatives, including the development of AI-powered connectivity solutions, exclusive device launches, advanced eSIM capabilities, and integrated smart home experiences. This collaboration underscores both companies’ commitment to technological innovation within the region.

DooHee Lee, President of Samsung Gulf Electronics, stated that this strategic alliance marks a pivotal advancement in their vision to transform customer interactions with technology. He emphasized that by merging Samsung’s device innovation with e& UAE’s seamless connectivity experiences, they are creating a powerful ecosystem that will offer unparalleled value and experiences to consumers throughout the UAE.

Khaled ElKhouly, Chief Commercial Officer of e& UAE, noted that their collaboration with Samsung demonstrates a mutual commitment to delivering world-class digital experiences. He added that as an AI-powered telecommunications company, they plan to work closely with Samsung to combine their consumer value propositions and create an ecosystem that sets new standards for connectivity, entertainment, and smart living in the region.

This collaboration includes the development of next-generation AI-powered connectivity solutions specifically optimized for Samsung devices, which will feature integrated AI applications. Customers will benefit from innovative value-added services, particularly focusing on features like Smile and Go Learning, along with full integration of Samsung Care+ across all device categories. Additionally, the eSIM experience will be enhanced with new number transfer functionalities, making the migration process between devices more straightforward through push notification solutions.