e& and Motorola Join Forces to Boost Device Market in Middle East

Global technology player e& has teamed up with Motorola Mobility in a move that could shake up the Middle East’s device market. The two companies signed an MoU to work more closely on expanding Motorola’s reach across the region, while also experimenting with new ideas around AI‑powered tools and services. I remember chatting with a group of young founders at an Arageek meetup earlier this year, and many of them said regional partnerships like this often make or break whether advanced tech actually lands in customers’ hands — so this one caught my eye.

Under the agreement, e& will lean on its wide retail network, digital platforms and wholesale channels to push Motorola’s devices and services across its various subsidiaries. It feels a bit like a win-win: more choice for consumers and a stronger foothold for Motorola in markets where competition can be a bit of a faff. Tamer B Eltoni, who leads Digital Adjacencies & Devices at e& UAE, said the partnership aims to combine Motorola’s hardware and product innovation with e&’s market knowledge and infrastructure.

Motorola, now fully under Lenovo after its 2014 acquisition, seems keen to regain some of its old magic in the region. Sergio Buniac, who heads Motorola Mobility globally, described the collaboration as a milestone and highlighted plans to bring high‑performance devices to customers through e&’s broad retail and digital channels. And believe it or not, the two companies aren’t stopping there — they’re planning to co‑invest in localised AI services tailored to the region’s specific needs. I reckon that part could be the real game changer if done properly, especially with so many MENA markets pushing hard for digital transformation.

The MoU also touches on joint marketing campaigns and a shared interest in sustainability, including tackling e‑waste and encouraging device recycling. On the flip side, both players will need to prove that these green ambitions are more than just a few lines in a press release… but that’s a familiar story in the tech world.

As for e&, the group continues to flex its muscles across 38 countries, with revenues hitting AED 59.2 billion in 2024. It has gradually shifted from a telecom operator into a broader tech group with ventures ranging from fintech to cloud, cybersecurity and IoT. That said, seeing them double down on hardware partnerships shows they still view devices as a key anchor for their ecosystem — spot on, if you ask me.

All in all, the announcement hints at a deeper push to shape smarter digital experiences across the Middle East. And as someone who’s spent years watching startups hustle to get partnerships of this scale, I’m always a bit chuffed to bits when regional players join forces in a way that might actually benefit everyday users. Let’s hope this one delivers, even if the rollout gets a tad messy or “definately” slower than planned.

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