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Etisalat Digital Teams Up With ADDA To Launch Scale AD Innovation Programme
(28 October 2019)
2-year comprehensive programme seeks to accelerate Abu Dhabi’s digital transformation projects

Etisalat Digital and Abu Dhabi Digital Authority (ADDA) today announced the launch of a two-year Scale Abu Dhabi (AD) programme in line with ongoing efforts to drive Abu Dhabi's digital transformation.

Over a two-year period, Etisalat Digital will provide a design-led methodology and process empowered by the Etisalat Digital co-creation lab to develop innovative solutions as well as a hub to source global innovation to the emirate of Abu Dhabi. It will also enable ADDA with access to cutting-edge technology platforms such as IoT, blockchain, big data, video analytics and cloud. A co-branded space will be provided for ADDA to become a leading hub of innovation and creativity in the region.

Eng Saleh Abdullah Al Abdooli, CEO, Etisalat Group,  said: "We are pleased to collaborate with Abu Dhabi Digital Authority to launch the Scale AD programme in line with the UAE leadership's vision and signifies our overall strategy of 'Driving the digital future to empower societies'. This unique programme will help position Abu Dhabi as an innovation hub and a platform for startups to create and enhance digital solutions and smart services for ADDA. This partnership will also facilitate Etisalat to drive digital transformation across government departments with its 5G powered solutions and cutting-edge technologies."   

H.E. Dr. Rauda Al Saadi, Director General, ADDA, said, "We are highly pleased with this newly signed agreement with Etisalat, which allows us to embrace our mandate to play a lead role in Abu Dhabi's digital future. We are confident that this collaboration will give us the opportunity to leverage ADDA's key competencies, infrastructure and partnerships--especially across its digital transformation efforts."

"Rest assured that ADDA will remain steadfast in reinforcing public-private ties and working closely with strategic partners like Etisalat to help provide essential technical knowledge and expertise needed in boosting the emirate's digital transformation, resulting in the creation and provision of a seamless and proactive customer experience to the Abu Dhabi community through ADDA's 'TAMM' platform," she concluded.

Etisalat provides a wide range of Digital Solutions to ADDA's platform 'TAMM', a leading and futuristic model for government services in line with the Abu Dhabi Government Vision and the Abu Dhabi economic stimulus plan 'Ghadan 21'.

Etisalat Digital's team and ADDA stakeholders have been working together on several strategic tracks as part of this programme. Together, both entities are using a design-thinking process and human-centric approach to reimagine the future digital kiosk visitor experience for TAMM customers. By prioritising customer needs at the heart of the process, the teams aim to map the ideal journey for a seamless customer experience. 

ADDA is benefitting also from personalised and enriched customer insights through Etisalat Digital's Data Insights platform, and a real-time customer sentiment measurement platform, which is being deployed in all TAMM centers.

In addition, Etisalat Digital will be providing 5G indoor coverage in all ADDA TAMM centers, as well as building proof of concepts in TAMM centres focused on digital kiosks, contact centre transformation, and sharing industry-specific best practices.

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