Etisalat Rises to COVID-19 Challenge in UAE

Etisalat Rises to COVID-19 Challenge in UAE
Case Code: BENV042
Case Length: 22 Pages
Period: 2020
Pub Date: 2021
Teaching Note: Available
Price: Rs.400
Organization: Etisalat Group
Industry: Technology & Communications
Countries: United Arab Emirates
Themes: Crisis Management , Contactless World, Core Competence,COVID-19
Etisalat Rises to COVID-19 Challenge in UAE
Abstract Case Intro 1 Case Intro 2 Excerpts


In the year 2020, the world was ravaged by COVID-19 – a pandemic with no precedence and no existing cure. By September 2020 the disease had affected 35,405,847 people and proved fatal for around 1,026,769 people. Countries responded by sealing national and international borders and imposing lockdowns. Offices, educational institutions, and all places where there could be a possibility of a public gathering were closed down. The pandemic also affected the MENA region, especially its economy. The economic activity in the region was expected to contract as businesses were severely disrupted due to the lockdowns. Another major factor to affect the economy of the region was the plummeting demand for oil, which also caused a steep plunge in oil prices. The region was expected to see a loss of $152 billion in terms of GDP.

Since schools, offices and places of entertainment were closed down, people turned to digital communication. Work from home, online education, and video streaming were widely adopted. The governments and telecom companies of the region came forward to help in the adoption of digital communication by modulating regulations and by making digital technology affordable for all.

Etisalat, a UAE-based telecommunication company headquartered in Abu Dhabi, launched an array of services to cater to the needs of its customers in all segments – be it domestic or business. Etisalat had always been a pioneer in the adoption of technology in the MENA region. It used its technological finesse to its advantage by dealing with the new demand of its customers during the pandemic.


The case is structured to achieve the following teaching objectives:

  • Understand the social and economic impact of COVID-19.
  • Evaluate the effect of COVID-19 on the telecommunication industry in MENA.
  • Evaluate the steps taken by Etisalat in times of COVID-19.
  • Explore ways in which Etisalat could further its position in the global telecommunication market.



COVID-19; MENA; Etisalat; Telecommunication; SWOT; PESTEL; CSF; Business Strategy

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