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e& announced the launch of ‘EASE’ (Etisalat by e& Autonomous Store Experience), the world’s first autonomous telecom store powered by AI; utilizing ground-breaking technologies to empower customers to seamlessly purchase etisalat by e& products and services.

The autonomous store aims to drive futuristic growth into the retail sector of the UAE with its combination of Artificial Intelligence (AI), machine learning, facial recognition, smart gates, robotics, smart-shelves, and smart dispensing machines. The result is a seamless customer journey that enables customers to enter retail stores using facial recognition via the etisalat by e& app. Consumers can then explore and purchase a wide variety of products and services (mobile and fixed products, accessories, handsets, and device trade-ins) and exit the store with a simple self-service check out. In return, consumers will then enjoy a quicker and more convenient shopping experience with zero waiting time. This heightened level of convenience and speed contributes to an improved overall customer experience.

Hatem Dowidar, Group CEO of e& said, “The launch of ‘EASE’ is a major milestone in our transformation journey, redefining the future of retail and customer experience. This innovative integration of technology revolutionises the way connectivity, services, and smart devices are bought; showcasing our commitment to innovation and the intrinsic value of leveraging technological advancements. Our vision has always been to simplify the everyday for our customers, and this is a major step in this direction.”

In collaboration with technology giants, etisalat by e& has integrated cutting-edge technology into its EASE store to create a seamless shopping experience, reaffirming e&'s dedication to digital innovation.

Masood M. Sharif Mahmood, CEO of etisalat by e& said, "Digital transformation is a cornerstone of our vision, empowering customers to harness the advantages of advanced technology, which has become an integral part of our work and daily lives. As industry leaders, we wholeheartedly embrace innovation to boost operational efficiency."

"The store is like a tech oasis operating in a highly integrated ecosystem of advanced technologies. With EASE Stores, we are bringing our vision of tomorrow to life, where technological advancements meet unparalleled experiences.”

Customised journeys were designed with the customer’s purchasing needs in mind. The Pay & Pick (PAP) journey allows customers to explore etisalat by e& products, from mobile rate plans to the latest handsets. Furthermore, smart dispensing machines swiftly deliver the purchased items after selection.

The Pick & Go (PAG) journey is specifically designed for fast moving accessories that are displayed on smart shelves whereby customers can simply select items of interest. These are then automatically added to a virtual shopping cart.

From there, customers pay using any of the multiple payment options available, before exiting the store. In addition to these aforementioned implementations, back-end processes were automated with the intent to streamline operational activities and improve efficiency.  The result of these implementations is an advantageous, smart, and convenient shopping experience.

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