Etisalat was founded in 1976 as the UAE’s national telecom company. Over 45 years, it had grown to serve 160 million customers in 16 countries with an annual revenue of $14 billion. But during the past decade, telcos have been under perpetual pressure. The rise of global technology giants has pushed these once-influential brands into the margins of our minds as they find themselves ever-diminished to utilities companies. With Etisalat, we saw an alternative future.